Colgate has released a 30-second commercial in Hong Kong that dismisses the idea of a perfect smile.
The 'Smile Out Loud' campaign uses Thai/African actors Suzie Wadee and real-sized model Ann-Scott Kemm to put an end to unrealistic beauty standards.
In the ad, the two are seen laughing and having the time of their life, showcasing their best smiles. You can hear the two actors having a conversation that the best smiles are the ones you don't hold back.
"This is the first time an oral care brand has addressed the beauty issue head-on with a campaign that inspires a deeper level of self-confidence," said Lyndon Morant, marketing director of integrated marketing communications at Colgate.
The oral care brand hopes that it can increase diversity and challenge unrealistic beauty standards.
Authenticity-Celebrating Commercials
Colgate Released a Commercial Dismissing the Idea of Perfect
Trend Themes
1. Beauty Standards-disrupting Ads - Ads that challenge unrealistic beauty standards and promote diversity are emerging.
2. Authenticity-celebrating Campaigns - Campaigns that celebrate and showcase authenticity are becoming more popular.
3. Inclusivity-promoting Commercials - Commercials that promote inclusivity and representation are gaining traction.
Industry Implications
1. Beauty and Personal Care - The beauty and personal care industry can disrupt beauty standards with more inclusive marketing campaigns.
2. Marketing and Advertising - The marketing and advertising industry has an opportunity to create campaigns that celebrate authenticity and promote inclusivity.
3. Entertainment and Media - The entertainment and media industry can promote diverse representation and challenge beauty standards through their content.