Colgate encourages Australians to use their secret weapon in new AFL campaign via VML + Wavemaker – Campaign Brief

As the ‘Official Smile of the AFL’, Colgate has launched its latest ‘Game Face’ campaign for the 2024 season via VML and Wavemaker. The new campaign highlights how smiling can improve your physical and mental performance.

Traditionally, a “player face” is associated with intimidation: facial expressions such as grunts, grimaces and furrowed brows signify toughness. However, a study published in the journal Psychology of Sport and Exercise suggests that smiling can instantly improve an individual’s mood, helping athletes feel more relaxed and confident. These are two emotional states that are essential for overcoming obstacles in sport and in life.

Anthony Crewes, Colgate Senior Marketing Manager, South Pacific, said: “Our new campaign is designed to encourage everyone to unleash the power of their smile. We are thrilled to launch ‘Game Face’ for the 2024 AFL season. Our collaboration with Isaac Heeney of the Sydney Swans and Christian Petracca of the Melbourne Demons has truly brought this idea to life with exceptional success. The aim is to change the perception of what a ‘game face’ should be from intimidating to empowering.”

The campaign is supported by outdoor, online, in-stadium and social media advertising. And while the campaign is focused on sports, the idea behind the campaign message extends far beyond sports. Smiling can improve performance in everyday situations, including school, work and other aspects of life.

By challenging traditional notions and promoting the power of the smile, Colgate's “Game Face” campaign is poised to have a lasting impact, encouraging individuals to empower themselves through a simple yet profound act: smiling.

Paul Nagy, CCO, VML APAC, said: “Sports is supposed to be a game… a joyful competition of the human spirit. But these days, it’s far removed from that. It’s more of a business than a hobby… even at the most junior level. Colgate understands that we can’t change that, but what we can do is connect people to a simple truth they’ve probably forgotten: enjoying the game makes you better. That’s not wishful thinking; it’s a fact. This campaign marks the beginning of our mission to connect people to one of the simplest and most empowering ways to improve their performance… smile.”

Alexia Antonis, Group Director, Content and Partnerships, Wavemaker ANZ, said: “Colgate is a long-standing official partner of the AFL, a sport that is deeply rooted in Australian culture. It is a real privilege to bring the new campaign to life through media channels that complement the spirit of the game and connect with AFL fans in a way that puts a smile on their faces. Seven’s broadcast of the AFL has been a powerful launchpad for Colgate’s Game Face film, reaching a wide audience and delivering integrated, contextually relevant placements that reinforce the campaign message, putting a smile on more fans’ faces.”

Client: Colgate-Palmolive
Creative: VML
Media: Wavemaker ANZ
Production: Collider
Audio and musical composition: Sonar
Voiceover: Tasman Keith
Cast: Citizen Jane