Colgate Junior promotes its super white and bright smile effect with these ads that show the kids’ smiles glowing in the dark.
I particularly love the ‘hide and seek’ ad which instantly reveals the hiding place of the smiling kid. The other ad shows a a happy kid on a swing producing a fun photography effect with his bright smile.
The campaign was photographed by Michael Meyersfeld for Young & Rubicam, Johannesburg, South Africa, with chief creative officer Michael Blore, art director Grant Seller and copywriter Eric Wittstock.
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