Ad Nut
Sep 29, 2020

Smile-fight: Colgate Thailand promotes grin power

A 63-year-old longboarder is one of three inspiring people featured in Ogilvy Thailand and Red Fuse's 'Yimsu' campaign—based on a local turn of phrase combining 'smile' and 'fight'.

Ogilvy Thailand and Red Fuse, WPP’s integrated global team dedicated to Colgate-Palmolive, have launched 'Yimsu', a new brand campaign for Colgate Thailand.

The word, according to the agency, is a local portmanteau combining 'smile' and 'fight', which reflects a spirit of optimism that's certainly present in the three people featured in the above film: Auntie Jeab, a cancer survivor and longboarder; Yew, a nurse and influential blogger; and Bally, an LGBT teacher and anti-bullying activist.

Ad Nut likes that this work goes beyond your typical toothpaste message. While smiles can't solve every problem, they do have power to not only influence the reactions of others but also help improve one's own internal feelings, at least a little. They can certainly do more than attract potential mates, which is all they do in most toothpaste ads, and Ad Nut believes the brand is smart to tie a healthy mouth to a healthy outlook.

The work builds on some earlier work, including a pandemic-themed film from April and a longer video launched in January, which tells the story of Chutima Netsuriwong, who became the first Thai winner of Miss Deaf World in 2017. The agency reports that those two films led to a significant increase in brand equity.

Click to enlarge


Colgate APAC
Vice-President Marketing APAC: Yves Briantais
Regional Marketing Director – Integrated Marketing Communications: Lyndon Morant

Colgate Thailand
Marketing Director - Greater IndoChina Hub: Francisco Fina
Oral Care Marketing Director: Arisa Ruchirawat
Toothpaste Associate Marketing Director: Janejira Champaiboon
Toothpaste Senior Brand Manager: Wipawee Baldwin
Marketing Manager - Brand Experiences: Yossaporn Rengpian
Media and Digital Manager: Napak Lertnimanorladee
Brand Content Manager: Chitchai Tangphinigkul

Ogilvy Thailand x RedFuse
Ogilvy Thailand
Chairman/Chief Creative Officer: Nopadol Srikieatikajohn
Chief Executive: Gunpong Panthongprasert
Executive Creative Director: Andrew Chu
Creative Group Head: Sommanassa Ngernsa-ard
Creatives: Suppasin Hongchareonchai, Napisa Nakpresha, Visarnpong Chateakcharoen, Thanit Nopwattanapong
Group Business Director: Kwanmada Tongton
Account Director: Krittanut Naksomsong
Senior Associate Strategic Planner: Orathai Maneechote
Associate Strategic Planner: Suparkorn Netvijit
Film Producer: Preyaporn ‘B’ Thaloengchok
Print Producer: Kannika ‘My’ Mongkolrattanachart
Traffic Manager: Naphachanok Phiansa

Managing Director: Caroline Slocombe
Regional Executive Creative Director: Kenny Choo
Regional Creative Director: Troy Lim
Regional Client Servicing Director: Daniel Cullen
Regional Account Director: Brendan Dunstan Smith
Regional Senior Account Executive: Lois Fung
Regional Media Lead: Emily Foster
Regional Media Manager: Marianne Kindangan
Communications Planning Director: Xea Ko
Head of Strategy: Farheen Romani
Regional Strategist: Roshni Mahbubani
Production: Hogarth x Underdoc
Director: Nottapon Boonprakob
Assistant Director: Parama Malakul Na Ayudhya
DoP: Sutthichai Luangamornlert
Drone Operator: Treerat Wongvorapat
Rollerblade Cameraman: Phanumart Inphet
Producers: Songphon Jantharasom, Pichanun Siwadnidhikul & Wannu Poolsombut
Post Producer: Patchupan Boonchan
Production Manager: Wannapa Tangbut
Art Director: Lucky Rich and Friends Co.,Ltd
Stylist: Visa Kongka
Casting: A-tis Thammaruja
Location Manager: Varavut Phunjapalakonkul
Editor: Ittiwat Poobandit
Colorist: Nitisard Prasatpohn
Online Artist: Krongyote Glinfuang
Music Composers: Siwat homkham & Pokpong Jitdee
Sound Mixers: Artit Vongmetta & Supavit Kumkoon
Photographer: Rinrada Pornsombutsatien
Stills Producer: Nartnada Sukchanthor

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


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