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.
Developed as part of the Ad Council’s partnership with the Office of National Drug Control Policy (ONDCP) and created pro bono by agency StrawberryFrog, this public service campaign underscores the vital role young people can play in reversing opioid overdoses by carrying naloxone (often branded as Narcan or ReVive).
Directed by Haya Waseem via production company Object & Animal, this “It’s Gotta Be You” PSA shows how a girl answers the call to help save another young person.
Raising awareness of opioid overdose reversal medications like naloxone is a critical way to empower young adults to save lives, as the presence of fentanyl in illicit drugs and in counterfeit pills continues to put countless lives at risk nationwide. Naloxone is available without a prescription in all 50 states and territories and can reverse an opioid overdose.
