#Yimsu - Colgate | Clapboard Ad Archive

Colgate’s #Yimsu campaign, launched in Thailand in Year 2020 and created by Ogilvy, reframes the act of smiling as a profound statement of resilience and self-empowerment, elevating the brand far beyond the functional messaging typical of the personal care category. In a market crowded with promises of clinical efficacy and cosmetic benefit, Colgate positions itself as a champion of optimism in adversity, deliberately choosing three Thai protagonists whose lived experiences serve as points of both empathy and aspiration: Auntie Jeab, a cancer survivor and long board SEA Games athlete; Yew, a nurse with disabilities whose influence extends through healthcare and online advocacy; and Bally, an LGBT teacher dedicated to combating cyberbullying. Their narratives, woven into an emotionally charged film, assert that the most meaningful smiles often surface at life’s greatest inflection points, aligning the brand’s promise with themes of courage, inclusion, and the transformative power of attitude. This is an archetypal use of what Clapboard’s taxonomy classifies as FORMAT#10—Associated User Imagery, privileging identified, real individuals whose stories resonate with the daily and extraordinary realities of the audience, rather than deploying generic representations or product-centric claims. Ogilvy’s creative approach rejects platitudes and surfaces authentic emotion, embedding the brand within the ongoing Thai and global discourse around resilience, inclusion, and social change. By subtitling the film in English and activating the campaign across digital platforms, Colgate Thailand signals both strong local cultural relevance and an intent for broader, borderless engagement. The campaign’s strategic use of authentic voices, paired with the optimistic call to yimsu—an ethos of smiling through challenge—makes Colgate’s offering emotionally differentiating against competitors like Sensodyne, Darlie, Crest, and Aim, who lean into science, style, or affordability but seldom into this type of socially conscious storytelling. This approach taps rising consumer desires for brands that offer more than products: it offers a sense of belonging and pride in facing adversity with positivity. The campaign earns 63/100 in Clapboard’s global creative archive. In an industry where personal care marketing is often reduced to clinical claims or lifestyle clichés, #Yimsu matters because it demonstrates how real stories of optimism and courage can create an inclusive brand platform that resonates far beyond the oral care aisle.