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.
