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.
With one in five Brits (22%) experiencing a fraud attempt every single week, telecommunications company O2 and VCCP London’s AI creative agency faith have launched what's billed as a first-of-its-kind campaign to fight back against scammers.
At the heart of the campaign is Daisy, a lifelike, state-of-the-art, Conversational AI character designed to speak with scammers and keep them on the phone for as long as possible so they have less time to try and scam real people.
The newest member of O2’s fraud prevention team, Daisy was created using a range of cutting-edge AI technology and is indistinguishable from a real person. Based on a real-life relative of a VCCP employee to ensure total believability, Daisy was built to play on scammers’ own stereotypical views that older people are easier targets for scams. While anyone can be a victim of a scam, criminal fraud gangs often target the elderly, so by leaning into scammers’ own biases, Daisy became the perfect scambaiter.
Phoney fraudsters--including many posing as some of the UK’s most trusted businesses--thought they’d got their hands on an easy target, but Daisy has been beating them at their own horrible game, answering scam calls and wasting scammers calls as part of an awareness campaign which exposes fraudsters tricks and tactics and offers top tips on how to avoid scammers.
Daisy is able to interact in real-time ensuring no suspicions are raised on the other end of the line, and has worked 24/7, and over the course of many hours of scam calls she’s told meandering stories of her family, talked at length about her passion for knitting and provided false personal information including made-up bank details.
O2 and faith worked with leading U.K. scambaiter Jim... Read More
