Colgate has launched a new campaign film for its Smile Strong campaign that highlights the power of a smile in the face of adversity. The 90-second film tells the story of a musician Airliftz, who despite hardships throughout his life due to facial deformities since birth, continues to smile strong and thrive when some might have folded and given up.
Created by Red Fuse, the film takes the viewer on a journey through Airliftz’s life from childhood, giving an insight into what he has faced throughout his life.
Most of the film is shot from the back, retracing significant and often heartbreaking moments in his life, until the present when he walks from the dressing room to the stage where he is greeted by thousands of fans.
“In the toothpaste category, we don’t tend to see much deviation from the norm when it comes to brand storytelling. So, we always ask ourselves how can we bring a fresh perspective to well-trodden territory?,” said Adrian Miller, Chief Creative Officer Malaysia.
“By keeping the protagonist’s face hidden throughout the commercial and juxtaposing the harsh realities of his past life with the adulation he’s receiving in the present we created a film that will intrigue the viewer. In a world of disposable content, the best we can hope for is for people to watch to the very end and the least we can do is reward them for doing so.”
Airliftz’s poignant story was chosen to inspire and remind Malaysians that with perseverance, and a positive attitude, we can all achieve great things that can change your life forever.
See Mei Sin, Associate Marketing Director (Oral Care) added: “Colgate believes that everyone deserves a future they can smile about – no matter the age, race, gender, or simply one’s looks. It is our hope that Airliftz’ story inspires an optimistic spirit within Malaysians – that there is true power in our smile, regardless of our circumstances.”