Toothbrush in one hand. Screaming toddler in the other. Welcome to bedtime with kids, where toothpaste is treated like poison and parents negotiate like hostage negotiators. Colgate just turned that wild chaos into a campaign that’s surprisingly tender, painfully accurate, and quietly powerful.
Called “Smile Fight”, the campaign doesn’t show perfect, smiling children with sparkly teeth. It shows the real deal: kids throwing tantrums, running away mid-brush, and generally declaring war on oral hygiene. It’s messy. It’s loud. And it’s honest.
Created by VML France and directed by Peter Funch, the film is built around one simple truth: not every smile begins with joy. Sometimes it starts with frustration, bargaining, and a splash of toddler-level defiance. But eventually, a routine takes shape. A rhythm builds. And then, a smile appears, not just on the kid’s face, but on the parent’s too.
The beauty of the campaign isn’t just in the storytelling, it’s in the emotional permission it gives. It says to parents: “You’re not doing it wrong. It’s just hard.” That shift from polished to personal is what makes it land.
Backed by the UK government’s oral health initiative, this isn’t just another feel-good ad. It’s part of a bigger mission to support better brushing habits among kids, especially in under-resourced communities. Beyond screens and billboards, the campaign is already moving into schools and classrooms, embedding healthy routines in places that need them most.
Key Takeaway:
“Smile Fight” works because it stops pretending parenting is picture-perfect. Instead, Colgate leans into the mess, meets families where they are, and reminds us that even in the middle of chaos, good things grow. Including healthy smiles.