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Colgate Total: Made For Greatness

This bold new brand campaign – featuring Academy Award-winning filmmaker Jimmy Chin – celebrates the spirit of those who strive for greatness.

Photo by Oleg Magni from Pexels

Red Fuse – WPP’s integrated global team dedicated to serving Colgate-Palmolive – has launched a new brand campaign for Colgate Total, the high-performance toothpaste, titled ‘Made for Greatness’. The campaign launches in Thailand today, with a progressive rollout across Singapore, Malaysia, Australia & New Zealand within the next few weeks.

The campaign follows Jimmy Chin – both a climber and Academy Award-winning filmmaker – as he attempts a highly arduous mountain climb. “I really felt a sense of connection to this idea of how you define greatness. I’m inspired by those who challenge their own limitations. For me, to strive for greatness is a personal journey. You have to demand more from yourself and you have to push your limits. I believe it’s what’s inside that makes you great.” said Chin.

Outside of the film, the campaign also includes integrated communications across out-of-home, digital & eCommerce, and in-store displays.

Lyndon Morant – Regional Marketing Director – Integrated Marketing Communications, Colgate-Palmolive said: “Now, more than ever, people have a stronger resolve when it comes to the world becoming a better place for all. This campaign really shows a turning point – not just for Colgate Total – but for the category as a whole that we can move into a broader, richer territory to connect with people in a way that our category hasn’t done before. Greatness is about demanding more every single day, and that’s the exact attitude we bring to Colgate Total.”

Check out the film here.

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Ogilvy has been producing iconic, culture-changing marketing campaigns since the day its founder David Ogilvy opened shop in 1948. Today, Ogilvy is an award-winning integrated creative network that makes brands matter for Fortune Global 500 companies as well as local businesses across more than 120 offices in 83 countries. The company creates experiences, design and communications that shape every aspect of a brands needs through six core capabilities: Brand Strategy, Advertising, Customer Engagement and Commerce, PR and Influence, Digital Transformation, and Partnerships. Ogilvy is a WPP company (NASDAQ: WWPGY). Follow them on their website

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