Under the brilliant insight connecting Colgate’s responsibility for millions of smiles around the world, we created a localized expression for the Israeli audience of a typically international brand. The basic script was predetermined, and we needed to layer it with elements that every Israeli knows or has experienced. This led us to choose scenes of children playing video games, teenagers jumping into a spring, a grandfather and granddaughter against the authentic backdrop of Tel Aviv’s promenade, and an innocent romantic situation between young people on the light rail. 

Colgate is truly proud to be responsible for millions of smiles worldwide. And we are proud to be partners with this brand in this exciting digital campaign as well as in its ongoing management.