A simple smile has more power than you might think. No matter where you are in the world, what language you speak, or social status, a smile will always be understood. And this is the focus of a print campaign by toothpaste brand Crest.
The series of clever print ads, created by marketing agency Conill, promote Crest’s Whitening with Scope line of toothpaste. These five ads use the premise of how “a smile changes the whole story”, using several upsetting text messages. When a smile is added, the tone of the entire message changes to something pleasant.
Check out the campaign below. And if you’re looking for a different flavour of toothpaste, find out how you can keep your mouth Whopper fresh.
A smile changes the whole story
How a smile can change the world
A smile can improve your mood
Try putting on a smile when you are down or lonely. We can actually trick ourselves into feeling good; even when you force yourself to smile at first, eventually, you will feel better for real.
Smiling helps reduce stress
One of the most well-known smiling facts, your body releases endorphins and serotonin—your feel-good hormones—when you smile. These help keep stress at bay.
Smiling makes us more attractive
No one likes a Debbie Downer, so draw people in by smiling and showing them how pleasant and approachable you are. Smiling also brightens your face, making you look younger and more attractive. And while you use more muscles to frown than smile, it’s actually easier to smile than to frown.
When you smile to someone, they smile back. Now your smile grows and everyone’s happy.
A smile is universally understood
A smile can cut through all barriers; it knows no age, gender, or culture. No matter where you are in the world, or what language you speak, a smile will always be understood.
Daniel is an Art Director and Graphic Designer with over a decade of experience in advertising and marketing in the Greater Toronto Area.