What Powers Your Smile

Red Fuse, WPP’s integrated global team dedicated to serving Colgate-Palmolive, has launched a new brand film for Colgate’s Smile Strong campaign that highlights the power of smile in the face of adversity.

The film, which will run on cinema and digital from November to December tells the story of a bright young man Airliftz, who despite relentless hardships throughout his life due to facial deformities since birth, continues to smile strong.

The cinematic direction of the film takes the viewer on a journey through Airliftz’s life from childhood, giving a very real insight into what he has faced throughout his life. 90 percent of the film is shot from the back, retracing significant and often heartbreaking moments in his life, until he walks from the dressing room to the stage where he is greeted by thousands of excited fans. The contrasting stories demonstrates how his willpower and determination has broken through societal biases, which ultimately led him to share his passion with the world.

Airliftz’s poignant story was chosen to inspire and remind Malaysians that with perseverance, and a positive attitude, we can all achieve great things that can change your life forever.