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When we think of superpowers the first ones that usually come to mind are superhuman strength, mind reading, or the ability to fly. But not every superpower needs to be an extraordinary ability, sometimes it can be as simple as a smile. A smile can hold all of the same things that a superpower can give you: a confidence boost, empowerment, uniqueness and authenticity.
A smile is the most authentic form of self-expression, with every single one being unique. Colgate is committed to the health of all smiles and is championing unique smiles in an effort to make people feel empowered to smile with confidence. Smiles aren’t meant to be identical– they’re meant to be special, with shapes, shades and sizes all their own.
To celebrate the power of all smiles, the iconic toothpaste brand is releasing a music video titled “The Beauty of Gaps,” featuring a diverse range of young people with a collective superpower— their gap teeth whistle. The music video aims to challenge smile standards, drown out insecurities, and empower young people to smile and use their superpower on their own terms. As part of the campaign, Colgate is committing to reach 250,000 kids with smile confidence resources by the end of 2024 through its Bright Smiles, Bright Futures (BSBF) program. BSBF empowers children and families to achieve healthy and bright futures through educational resources, mobile dental van screening visits, teacher’s classroom kits and more.
Teen Vogue caught up with Alfred Marroquín, the director of the music video, to chat about the project, smile inclusivity, representation, and more.
Teen Vogue: What does it mean to you for a brand like Colgate to champion unique smiles?
Alfred Marroquín: I think it’s very special. I think we immediately think that a toothpaste brand like Colgate only promotes “perfect smiles.” For a brand this influential to focus on promoting healthy smiles - in whatever shape they come in - I think that’s really important and beautiful.
TV: Why do you believe a smile is so powerful?
AM: A smile is one of the first things you notice in someone, it’s a universal expression of a feeling. It’s a tool that transcends language.
TV: How have the gaps in your own life, from those in your smile to in other areas, become your superpower?
AM: Well, for me, a “gap” is something that makes you different. I grew up feeling and knowing I was not like everyone else; I am gay, brown, and Puerto Rican. But those didn’t become challenges - or at least I didn’t let them - they became a source of strength. I embraced being different, to be different is a gift. It’s a superpower.
TV: What steps can individuals take to promote more smile, inclusivity and diversity in the creative field?
AM: I think it begins with advocating for diverse representation in films, commercials, photo campaigns etc. It’s about ensuring a variety of cultures, backgrounds, and experiences are accurately depicted, but most of all; celebrated.
TV: What drew you to this project and why was it important to you?
AM: This was an extremely important project for me because it was a film about celebrating uniqueness and believing in yourself. My intention behind the project, beyond creating a fun music video inspired commercial– was to build a world. A world shaped by the differences we share as people, and embracing that difference. Embracing uniqueness.
TV: The song “Roar”: what does that song mean to you and why was it the perfect piece for this work?
AM: I remember when I first heard “Roar,” I immediately thought, wow! What an anthemic, powerful song. I couldn’t get it out of my head. And like all music I adore, I immediately went and looked up the lyrics and meaning. In that process I read that one of the co-writers of the song said that "Roar" is a ‘pick yourself up, dust yourself off and keep going’ song. It’s an epiphany song. That really stuck out to me, an epiphany. A moment, decision, one makes with oneself that you’re going to be the best version of you. It’s a song about finding your voice and finding yourself. That’s what makes it the perfect song for this campaign.
TV: What were the stories from casting that really stood out to you and is there something specific you looked for in your characters?
AM: Casting was a really fun process. Like all of my films, I cast for charisma. I want people that are real and I look for that one thing that makes them special. I loved working with the character Clara, the girl in the bathroom finding her confidence. She originally came in to audition for a different role but there was something so special about her and her personality that made me think, I NEED HER IN THIS. She was perfect. I also loved the boy dancing in his room. He told me a story during casting about him growing up and practicing J.Lo choreography in his room every day and learning everything about her choreo to different songs. You can’t get more real than that.
TV: What do you want people to feel when they watch this piece?
AM: I want people to smile : )
TV: How did your experience directing superstars like Billie Eilish, Post Malone and Rosalía translates to making everyday people's smiles look and feel powerful?
AM: Billie Eilish, Post and Rosalia are the epitome of confidence. They’re all incredible artists. Rosalia specifically is one of the most kind and giving artists I’ve ever had the pleasure to work with. And what all of these artists share is that they represent authenticity and that’s what makes them so powerful.
TV: What was your vision for the photography for this campaign and its portrayal of smiles?
AM: I wanted to have fun with the photos, my approach was for them to feel authentic and natural. I didn’t want them to feel too posed. But instead letting the personality of our cast shine through.
TV: Do you have any advice for young people looking to get into the creative field?
AM: I think the biggest piece of advice I could ever give is simply, to learn. Study photo books, watch films, develop a sense of your style and what you like and what you don’t like. Being able to distinguish what makes something “good” is what makes good filmmakers, photographers and creatives.
TV: What does this campaign mean to you?
AM: It means to embrace what makes you different. To celebrate it.
