Colgate encourages Aussies to use their secret weapon in new AFL campaign via VML + Wavemaker

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

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

Says Anthony Crewes, senior marketing director, South Pacific of Colgate: “Our new campaign is designed to encourage everyone to liberate the power of their smile. We are excited to launch ‘Game Face’ for the 2024 AFL season – and working with Isaac Heeney from the Sydney Swans and Christian Petracca from the Melbourne Demons really made the idea a reality with exceptional success. The aim is to change the perception of what a ‘game face’ should be—moving away from intimidation to empowerment.”

The campaign is supported by out of home, digital, In-Stadia and social executions. And while the campaign is focused on the sporting realm, the idea behind the campaign’s message extends far beyond sports. Smiling can enhance performance in everyday scenarios, including school, work, and other aspects of life.

By challenging traditional notions and promoting the power of smiling, Colgate’s ‘Game Face’ campaign is set to make a lasting impact, encouraging individuals to empower themselves through a simple yet profound act—smiling.

Says Paul Nagy, CCO, VML APAC: “Sport is meant to be about a game… joyful competition of the human spirit. But these days it’s very disconnected from that. It’s more a business than a leisure activity… even at the most junior level. Colgate understands 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 at it. 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 uplifting, ways to improve performance… to smile.”

Says Alexia Antonis, group director, content and partnerships, Wavemaker ANZ: “Colgate has been a long-standing official partner of the AFL, a sport anchored in Australian culture. It’s such a privilege to bring the new campaign to life through media channels that complement the spirit of the game, and connect with AFL fans in ways that make them smile. Seven’s AFL broadcast has been a strong launch pad for Colgates’ Game Face film, reaching large audiences and delivering impactful integrated and contextually relevant placements that strengthen the campaign message – putting smiles on more fans’ faces.”

Client: Colgate-Palmolive
Creative: VML
Media: Wavemaker ANZ
Production: Collider
Audio & Music Composition: Sonar
Voice Over: Tasman Keith
Casting: Citizen Jane