Colgate | Not Every Smile Starts as a Smile | 2025
Putting Crying Faces Proudly in an Ad / Colgate "Not Every Smile Starts as a Smile"
A toothpaste ad showing kids crying and throwing tantrums, side by side. Instead of the perfect family photo, it shows the real struggle of getting kids to brush their teeth.
The problem
In the UK, tooth decay is the top reason for hospital admissions among children aged 5 to 9, and many parents don't feel confident they're brushing their kids' teeth the right way. Colgate decided to face this reality head-on.
The insight
Kids hate brushing their teeth, and what parents actually want isn't some idealized picture of family life—it's understanding and practical help. That's what Dimitri Guerassimov, Creative Director at VML, said too.
The idea
The campaign simply photographed the real chaos of toothbrushing time: tears, screams, tantrums and all. Photographer Peter Funch captured these everyday family moments, which appeared in family magazines, posters at train stations and in residential areas, and parenting content on social media. A QR code also gave access to practical brushing tips.
What happened
Within 24 hours of launching in April 2025, the campaign reached 1.2 million impressions. Response from UK families rose by 35%, and brand recall for Colgate Kids improved by 65%. Colgate is also working with the UK government on toothbrushing lessons in schools and donating toothbrushes and toothpaste.
Afterthought
By deliberately choosing moments that look negative, Colgate still manages to stand by parents' side. This is an ad that shows the real story found past the tears, not just the smiles.
