About the Role
Colgate celebrates the power of individual smiles with award-winning actress Uzo Aduba in "My Smile Is My Superpower" campaignClient Colgate Office United StatesColgate believes in the power of individual smiles and is on a mission to celebrate them. In a world where uniformity often overshadows uniqueness, Colgate's inspiring campaign, "My Smile Is My Superpower," aims to redefine beauty standards and boost confidence, especially among Gen Z. Award-winning actress Uzo Aduba joins forces with Colgate to inspire everyone to embrace their unique smiles.When I was younger, I fixated on the gap in my teeth—so much so that it kept me from smiling and being authentically myself. I’m excited to be partnering with Colgate to share my smile story in the hopes of inspiring others to own their smiles just the way they are.Uzo AdubaAward-winning American actress Challenge The media landscape has perpetuated an idealized version of the perfect smile, causing 65% of Gen Z to feel pressured about their smiles, negatively impacting their confidence. Colgate aimed to challenge these beauty norms and encourage people to embrace their unique smiles. Idea The inspiration behind the "My Smile Is My Superpower" campaign stems from Colgate's commitment to celebrating differences and promoting health equity. Award-winning actress Uzo Aduba, who proudly sports a gap in her smile, shares her personal journey of embracing her unique smile and heritage. Execution Colgate, in partnership with VML, launched the "My Smile Is My Superpower" campaign with an original music video titled “The Beauty of Gaps,” featuring a whistled take on the empowering anthem, “Roar.” The campaign celebrates a diverse range of smiles and highlights the beauty in individuality. Uzo Aduba's partnership with Colgate amplifies the message that uniformity does not equal beauty—individuality does.Our research has shown that when your smile doesn’t match the idealized version portrayed in the world, it’s easy to doubt its beauty. We at Colgate know that there is power in every smile.Diana HausslingSVP & GM of Consumer Experience & Growth at Colgateslide 5 of 4Please provide your contact information to continue.PressColgate Celebrates a Range of Smiles in Music Video Set to Katy Perry’s ‘Roar’Ad Age Colgate Campaign Challenges Unrealistic Beauty Ideals for the 'Perfect' SmileAdweek Colgate Celebrates the 'Beauty of Gaps' In a Heartwarming AdSpotlight Little Black BookYour Smile Is Your Superpower in Colgate Campaign Related Content Colgate Has AwardsOur smile is our strength The smile that changed an industry. Read Case Study Colgate-Palmolive Has AwardsHear Gear A sporting headgear that allows hearing implant wearers to hear and communicate on the field Read Case Study