Colgate
Featured Colgate projects
This week's top Colgate projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Colgate · Close Talker (Super Bowl)
Colgate takes a humorous approach to oral hygiene in this Super Bowl spot, titled Close Talker. The narrative focuses on the awkward nature of personal boundaries within a professional setting, contrasting tight close-ups of characters speaking directly to the lens with wider shots of a standard corporate office interior. Produced by Hungryman, the live-action technique uses clean, bright fluorescent lighting to ground the work in a recognisable workspace environment. The commercial highlights the functional benefits of the toothpaste through a series of uncomfortable office interactions that lean into situational comedy.
Colgate · Your Smile Is Your Strength
Colgate's campaign, 'Your Smile Is Your Strength,' presents a series of candid portraits set across diverse domestic and professional environments. The live-action commercial captures individuals in settings ranging from the home bathroom to the office workplace, grounding the brand identity in everyday routines. Developed by VML New York and VML Miami, the spot utilizes a clean, understated aesthetic. Through the use of natural light and realistic framing, the project highlights the personal nature of daily rituals within a commercial context.
Colgate · 20 s
Colgate’s 20-second commercial spot highlights the Max White Expert White range, centering on dynamic, high-key studio visuals. The production leans into a polished aesthetic, pairing clean white and vibrant red backgrounds to frame the product alongside talent. Produced by NuContext Creative, the project blends live-action technique with targeted VFX to emphasize product performance. The edit prioritizes close-up product shots and bold graphic overlays to articulate the professional whitening functionality of the toothpaste.
Colgate · 20 s
This commercial spot for Colgate showcases the Max White Expert White range through a series of dynamic, high-energy studio sequences. Centered on bright smiles and close-up product highlights, the production utilizes a clean, minimal aesthetic to emphasize the whitening features of the toothpaste. Produced by NuContext Creative, the project leans into a polished commercial aesthetic. The visual narrative is defined by vibrant red transitions and sharp live-action technique, set against bright white backdrops to ensure the packaging remains the focal point.
Colgate · Slimsoft
Colgate introduces the Slimsoft toothbrush through a stylized animated campaign that personifies the product as a celebrity walking a red carpet. The creative, developed by VML New York, leans into an awards-show aesthetic to frame the toothbrush’s 0.01mm slim bristles as the star of the ceremony. The commercial utilizes character animation alongside 3D render / CGI lab study visualisations to communicate the product's performance. Music and sound design by MAS-Music and Strategy underscore the high-energy, graphic-led narrative, which pairs vivid brand-centric red and white color palettes with dynamic motion design.
Colgate · Naturals
Colgate spotlights the Naturals toothpaste line through a commercial campaign that emphasizes ingredient purity. The visual execution utilizes 3D render / CGI to showcase the product packaging, set against dynamic animated backgrounds that highlight key elements like lemon and charcoal. Developed by agency Red Fuse, the campaign employs a mix of live-action technique and digital art to create a high-contrast presentation. Post-production and production were handled by The Green Room, focusing on a clean aesthetic to highlight the natural extracts featured in the product range.
Colgate · Total
Colgate brings a playful approach to dental health with this animated commercial for the Total line. Developed by agency Red Fuse with production and post-production handled by The Green Room, the spot shifts between live-action portraiture and imaginative, child-like illustrations. The narrative follows a young boy whose crayon drawings of space travel animate to life. By weaving motion graphics into a vibrant, pastel-toned visual language, the campaign highlights the importance of hygiene routines for families through a whimsical, artistic lens.
Colgate · Smile Fight
Colgate’s 'Smile Fight' commercial portrays the daily hygiene rituals of families through a series of domestic bathroom vignettes. The film focuses on the interactive moments between parents and young children during brushing, emphasizing household authenticity. Produced by Birth France with agency VML France, the spot employs live-action techniques and natural light to maintain a grounded, warm aesthetic. The production captures the varied energy of family routines, utilizing soft color grading to highlight the intimate, candid exchanges between parents and their children.
Colgate · Lets Share Our Smiles
Colgate’s 'Lets Share Our Smiles' campaign serves as a public awareness initiative, turning the lens toward the essential workers who sustained communities during the pandemic. The project presents a sequence of portraits featuring healthcare staff, delivery personnel, and first responders, all captured while wearing protective gear. Utilizing a documentary style and monochrome aesthetic, the film leans into a clean, observational approach. The live-action technique provides a grounded look at frontline professionals, emphasizing human connection through a series of direct, portrait-based encounters. The project was developed with Redfuse as the agency, with production services provided by Catch+Release.
Colgate · My Smile Is My Superpower
Colgate's My Smile Is My Superpower campaign is a cinematic commercial spot focused on personal introspection. Through intimate interior scenes, the film captures a moment of self-reflection in a dimly lit bathroom and a quiet bedroom setting. Developed by VML New York with production by Somesuch, the piece utilizes low-key lighting and raw, grainy visuals. The live-action technique emphasizes natural room tones, creating a reflective atmosphere that centres on the subject’s interaction with their own smile.
Colgate · Breakfast
Colgate brings a modern aesthetic to its oral care portfolio with this commercial for the Optic White ComfortFit LED teeth whitening kit. The spot leans into a clean, minimalist visual style, focusing on the product's interface and the mechanics of its purple light illumination technology. Produced by JOJX, the film utilizes live-action technique to contrast natural elements with the polished, clinical nature of the whitening kit. Through close-up framing, the project demonstrates the application of the LED device while maintaining a consistent, refined visual language.
Colgate · Coffee Break
This commercial for Colgate, titled Coffee Break, presents a series of dynamic, live-action sequences focusing on the routine of coffee consumption paired with oral care. The spot leans into a clean aesthetic, highlighting the use of Colgate Optic White Pro Series toothpaste. Produced by JOJX, the film utilizes bold text overlays to emphasize the product's benefits throughout the high-energy edit.
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