This music video titled “The Beauty of Gaps” from agency VML is part of Colgate’s longstanding “Bright Smiles, Bright Futures” program targeting kids worldwide. “The Beauty of Gaps” shares a variety of smiles with gaps between teeth, showing us that these smiles too are beautiful, helping to build smile confidence.
“Our research has shown that when your smile doesn’t match the idealized version portrayed in the world, it’s easy to doubt its beauty,” said Diana Haussling, SVP and general manager of Consumer Experience & Growth at Colgate. “We at Colgate know that there is power in every smile, and I am proud that with this initiative we are providing resources to help kids smile with confidence wherever they go.”
Alfred Marroquin via production house Somesuch directed “The Beauty of Gaps,” in which towards the end appears a supered message that reads: "My Smile is my Superpower."
Credits
Client Colgate Agency VML Fred Saldanha, global chief creative officer, Colgate-Palmolive; Wayne Best, chief creative officer, New York; Ana Magalhaes, Amanda Caldari, creative directors; Kyle Nutter, copywriter; Mariana Ortega, sr. art director; Greg Lotus, global head of production; Jessica Fiore, sr. integrated producer; Theresa Notartomaso, executive music producer; Joanna May, brand strategy lead. Production Company Somesuch Alfred Marroquin, director; Seth Wilson, managing director/exec producer; Roger Zorovich, head of production; Luigi Rossi, line producer; Mika Altskan, DP. Editorial Cut+Run NY Mah Ferraz, editor; Diana Mendez, sr. producer; Ellese Shell, exec producer; Iris Rodrigo, assistant editor. Color Company 3 NY Joseph Bicknell, colorist; Cassidy Conway, producer. Finishing Jogger Studios NY Matt Dolvan, Flame artist; Evan Sanyour, Flame producer; Tim Vierling, head of production. Music & Sound DaHouse Audio Lucas Meyer, music director/producer/sound engineer; Silvinho Eme, music director/producer; Lucas Mayer, Wondre Bettin, Bernardo Massot, music producers; Rodrigo Deltoro, sound engineer; Carol Masseti, Cassiano Derenjo, Iris Fuzaro, music exec producers.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
