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.
American Family Insurance connects with Marvel Studio’s Captain America: Brave New World--which hits theaters this week (2/14)--on a campaign which reflects the parallels between the insurance company’s Red Roofline and Captain America’s iconic shield as trusted symbols of protection.
This :45 cinema ad features original footage with Anthony Mackie as Captain America in an action-packed sequence that concludes at a family’s home. Introduced by American Family Insurance’s distinctive musical jingle, we hear a voiceover reminding viewers “Life’s better when you’re under our roof because we help protect your dreams.” As Captain America checks on the family, their son remarks, “I like your shield.” Captain America looks upward to the red roof and responds, “I like yours, too.” The ad ends with the company logo and its long-running tagline, “Insure carefully, dream fearlessly.”
The :45 cinema spot and :30 TV version were directed by Anthony Leonardi III via production house Eleanor for ad agency Elite Media.