Colgate: Be The Reason

Colgate announced today the launch of their latest spot called 'Be the Reason.' This is part of Colgate's continuous campaign championing optimism through the power of a smile and changing our world for the better. Red Fuse Communications, the cross-agency WPP team servicing the Colgate-Palmolive business globally, is behind the campaign in partnership with VMLY&R. Colgate, the most widely penetrated brand in the world, wants to inspire people to understand the power of their smile. An action so small, yet powerful, that can positively impact someone's day or change our world for the better. The ads celebrate individuals who have the courage and resilience to share their smile with others despite challenges they may be facing in their lives. The films give colourful, almost documentary-style portraits celebrating real people unified by their shared experiences of helping others. The campaign spotlights people ranging from a nurse, working with, and easing patients who are experiencing health challenges; a local community basketball coach working with inner city youths; a teenager, paralysed from the waist down; and a community activist working alongside other transgender individuals and parents of young LGBTQ+ individuals. Colgate wants these individuals to be an inspiration for others to see what the power of their smile can do.