Colgate has launched a new ad campaign that aims to encourage people to smile first.
One of the spots is titled “Roomies” and features a freshman heading to her dorm, where she enters quite nervous, worrying about the type of roommate she might find. However, as she opens the door, she sees a girl her age who interrupts her videogame to smile and ask her if she needs help. The roommate then raises the blind to let the sunshine in and creates thus a much more welcoming athmosphere.
“Smiling first can help someone find courage to do the same,” the voiceover says at the end of the commercial, which sees the lines “First Day Jitters. First College Friend” appearing on the screen, at the edges of a smile representing the brand’s logo.
Eventually, the #SmileFirst hashtag also appears.
Another spot features a high school girl wearing braces distressed about how her smile would look on picture day. As she’s waiting in line and watches her teeth on her smartphone camera, the girl becomes more and more anxious until another girl smiles at her, revealing that she also wears braces.
