Colgate-Palmolive’s 'The Sound of a Smile' via VMLY&R and Wavemaker opens viewers hearts and minds to share the experience of someone who is hearing impaired.
Colgate- Palmolive in May this year released its latest story for the brands long-running Smile Strong platform centred around championing stories which connect with the power of optimism in action.
The campaign is part of the brand’s ongoing partnership with the AFL, and has been the Official Smile since March 2020, which celebrates champions of optimism in the sport, from elite players, to grassroots.
The Smile Strong brand kicked off with ambassador Eliza McCartney in New Zealands Colgate games, encouraging kids to "give it a go with a smile".
The brand platform swiftly expanded into collaborations with athletes such as Tayla Harris and Eddie Betts, who proved that the more you smile, the stronger you become.
The recent iteration of the brand platform, The Sound of a Smile, features QAFLW athlete Jamie Howell, and her team the Yeronga Devils, led by Captain Mia Walsh. It centres on Howell’s experience as a deaf athlete and her journey with her team as they navigate the gameplay and learn their team song in Auslan - surprising Jamie by performing it.
The campaign launched with a hero TVC that aired on primetime television during AFL games, amplified on AFL.com.au and the AFL app, in stadium and in cinema in partnership with Val Morgan.
Alison Tilling, VMLY&R chief strategy officer, said: “The Sound of a Smile work takes on a challenge: in Australian sport, we can be deaf to the pain of being ‘different’. The Yeronga Devils team were true optimists, acting on differences to get to real inclusion. Sports are meant to unite us. How can we all be like the QAFLW Yeronga Devils teammates and really embrace differences?”
Josh Butt, founder & executive producer at AMPEL, gave credit to the genuine authenticity of companionship being portrayed throughout the work, stating it even brought a smile to his face.
Butt: “The team song, being signed in AUSLAN is inspiring, and seeing how they embrace their teammates while wearing huge smiles is authentically on brand. It’s a great partnership and it made me smile too. You can feel the camaraderie in that change room - they’re quite a team!”
Butt gave particular praise to the muffled sound that mimics what a person with hearing impairment experiences on a daily basis and suggested it should’ve been on a continuous lapse from the beginning to end of the campaign.
He said: “I wonder if this would have been even more memorable if the muffled sound played to simulate what Jaime and other hearing impaired people experience is continued throughout. While there are muffled sounds in the lead-up, it would have been great to continue this through the song to create the most significant impact. So when she lifts her helmet, we uncover that she is hearing impaired — and this is what Jaime experiences every day.
“The use of sound, or lack thereof, can be extremely powerful - especially when it’s played in an ad break between two ads with sound & music. Also - normally, we’d hear someone narrate / voice the ad. Was wondering why they didn’t have Jaime sign her thought track? That could have been another touch to make us aware that this ad is different.
“I look forward to seeing the extensions of this campaign and maybe podcast or radio advertising too, where the listener is delivered an ad from the perspective of someone who is hearing impaired? That would be impactful!”
Aldo Ferretto, creative director at The Hallway, congratulates the campaigns participants on their timeliness and poignant accuracy of something relevant in society today.
Ferretto: ”It’s great to see how the ‘Smile Strong’ creative platform keeps on giving for Colgate. With every story, Colgate digs down into the heart of what this platform is about.
“I really enjoyed how they brought the latest story to life; the cinematography is on point and the sound design shines. There is also a poignancy and timeliness in this story and the issue it raises around sport, so to all involved, congratulations.
“We can all use a little bit more optimism and kindness every day.”
Carl Sarney, TRA’s head of strategy, said: "The central idea of this execution aligns with the Cultural Current of Superinclusivity - the mainstream recognition that diversity is a good thing, and that people's differences should just be accepted, they should be valued, included and celebrated. Aligning with Cultural Currents helps advertisers to join an existing conversation that mainstream customers are already happening.
"Australians love the outdoors, and love to see teamwork and collective success - sports is where outdoorsiness and teamwork come together, this ad gives a surprising twist to the typical sports ad which creates intrigue and draws people in.
"The unusual audio at the start of the ad would stand out from other ads on TV - another reason to stop and pay attention.
"The idea of 'The sound of a smile' is a fresh spin on Colgate's established 'Smile Strong' brand platform. The fact that Colgate has committed to the 'Smile Strong' idea, finding fresh ways to execute on it strikes the right balance between familiar repetition and newness.
"This kind of creative commitment to a long-term platform idea helps to cement the 'Smile Strong' brand statement with the brand - a similar approach to the highly effective 'You're not you when you're hungry' Snickers platform, the 'Should've gone to Specsavers' platform and the 'Share a Coke' platform."
Shivani Maharaj, Wavemaker chief content & partnerships officer said : “We are so proud to work on this Colgate campaign championing inclusivity by teaching fans of AFL a new way to support their team using Auslan. It is about making an entire community feel heard and included. To make a community Smile!”
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