{"id":23833,"date":"2021-07-12T12:04:08","date_gmt":"2021-07-12T19:04:08","guid":{"rendered":"https:\/\/presskitchen.com\/?p=23833"},"modified":"2026-01-28T09:50:29","modified_gmt":"2026-01-28T09:50:29","slug":"even-odd-colgate","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/even-odd-colgate\/","title":{"rendered":"Produced by Even\/Odd, Colgate Aims for Post-Pandemic Smiles in Rare Branding Campaign, on AdAge"},"content":{"rendered":"<h3>Usually product- and benefit-obsessed brand tries &#8216;massive storytelling&#8217; in a campaign about optimism<\/h3>\n<p><a href=\"https:\/\/youtu.be\/qTnjbENrnPc\">https:\/\/youtu.be\/qTnjbENrnPc<\/a><\/p>\n<p>Colgate is out to foster some badly needed post-pandemic optimism with its new \u201cBe the Reason\u201d brand equity campaign, a richly produced departure from what\u2019s long been a product- and benefit-focused oral-care brand.<\/p>\n<p class=\"inline-ad-para\">The new effort, which breaks on linear and connected TV plus digital channels July 12, comes from WPP\u2019s multi-agency Colgate-dedicated Red Fuse Communications and VMLY&amp;R. It was directed by\u00a0<a class=\" inline-paragraph-link\" href=\"https:\/\/southsidefilms.tv\/\" target=\"_blank\" rel=\"noopener\">Rodney Lucas<\/a>\u00a0of Southside Films, who describes himself as a \u201ccinematic house style director focused on collaborative Black storytelling,\u201d and produced by Even\/Odd.<\/p>\n<p>The initial two 30-second spots and a 60-second anthem are documentary-style portraits of real people telling their stories of helping others. A diverse cast includes a community\u00a0<a class=\" inline-paragraph-link\" href=\"https:\/\/www.youtube.com\/watch?v=qTnjbENrnPc&amp;feature=youtu.be\" target=\"_blank\" rel=\"noopener\">basketball coach<\/a>\u00a0working with inner-city youths; a teen paralyzed from the waist down; a community activist working alongside other transgender people and parents of LGBTQ+ youths; and\u00a0<a class=\" inline-paragraph-link\" href=\"https:\/\/www.youtube.com\/watch?v=sZsTghjjvjU\" target=\"_blank\" rel=\"noopener\">a nurse<\/a>.<\/p>\n<p>The idea is to inspire people about the power of their smiles to drive optimism. Ads direct people to a\u00a0<a class=\" inline-paragraph-link\" href=\"https:\/\/www.youtube.com\/watch?v=sZsTghjjvjU\" target=\"_blank\" rel=\"noopener\">Power of Optimism<\/a>\u00a0microsite that highlights a study showing Gen Z is \u201coverwhelmingly interested in adopting a positive attitude.\u201d It provides tips from \u201cOptimism Doctor\u201d and psychologist Deepika Chopra on how to do that, including avoiding \u201ctoxic positivity\u201d in the form of faking authentic feelings.<\/p>\n<p>Unlike almost every Colgate ad in the U.S. for decades, this campaign has no product pitch whatsoever.<\/p>\n<p>\u201cYou will still see advertising for Colgate about the great products we make for sure,\u201d says Mindel Klein, general manager of integrated marketing communications, North America, for Colgate-Palmolive Co. \u201cBut this is definitely a change for us. We really believe that, especially with the way we\u2019re consuming media today, that there is tremendous power in massive storytelling. So you\u2019re going to see more of this from us in the future.\u201d<\/p>\n<p>The campaign brings to the U.S. a global Colgate effort around optimism. \u201cWe\u2019re living in a time, coming out of the last year, where people need simple messages of optimism more than ever,\u201d Klein says. The ads \u201cdrive awareness around the idea that through a simple act of a smile you can have a huge impact on someone\u2019s life.\u201d<\/p>\n<p>The casting diversity was intentional and helps reflect that Colgate has the highest household penetration and most diverse consumer base of any brand in the world, says Fred Saldanha, global chief creative officer for Colgate-Palmolive Co.<\/p>\n<p>\u201cI love that we found the people to tell real stories and share our point of view together,\u201d Saldanha says. \u201cIt was a very moving experience on set, because we saw, whether it was the coach or the counselor or the nurse, they were being themselves and sharing their wisdom and knowledge.\u201d<\/p>\n<p>&nbsp;<\/p>\n<p>Read the original article<a href=\"https:\/\/adage.com\/creativity\/work\/colgate-be-reason\/2349856\">\u00a0<em><strong>here.<\/strong><\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Usually product- and benefit-obsessed brand tries &#8216;massive storytelling&#8217; in a campaign about optimism Colgate is out to foster some badly needed post-pandemic optimism with its new \u201cBe the Reason\u201d brand equity campaign, a richly produced&#8230;<\/p>\n","protected":false},"author":2,"featured_media":23834,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[211,3210],"tags":[3205,3212,3213,319,579],"class_list":["post-23833","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fresh-news","category-even-odd","tag-even-odd","tag-colagate","tag-toothpaste","tag-adage","tag-production-company"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Produced by Even\/Odd, Colgate Aims for Post-Pandemic Smiles in Rare Branding Campaign, on AdAge - Press Kitchen<\/title>\n<meta name=\"description\" content=\"Colgate is out to foster 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