Colgate features Malaysia's rising hip hop star Airliftz in 'Smile Strong' campaign
SYDI ALIF20 Dec 2022 05:28pm
‘We Are Stronger When We Smile’, Colgate and Airliftz collaborate to encourage Malaysians to smile strong and face the future with optimism - Colgate
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As part of its ongoing mission to spread optimisim, Colgate had unveiled its latest campaign to reach out to Malaysians to find the courage to smile in the face of adversity and not let anything or anyone deny them of a future they can smile about.
In a statement, Colgate noted; "Since the pandemic, many have been struggling to stay hopeful for the future due to lack of optimism.
"Coupled with the rise of social media influence, the younger generation particularly feels pressured to conform to a curated perception of beauty and success," the statement read
Recognising how a smile can bring to surface the innate optimism within, Colgate joined forces with Airliftz to share his story across multiple touchpoints.
Kicking off the collaboration is a 90-second film that takes Malaysians on a journey through Airliftz’s life from childhood highlighting his optimistic resilience to persevere through the relentless negativity due to the way he looks.
It showcases how he rises above the stereotypes, prejudices and biases to pursue his passion and achieve success by harnessing the sheer power of his smile.
“Colgate believes that everyone deserves a future they can smile about – no matter their age, race, gender, or looks. We are passionate about sharing authentic smiles to unlock the power of optimism and Airliftz embodies just how with the sheer power to stay optimistic and focus on what makes you unique, you can be a shield against all odds or judgements,” said Colgate-Palmolive Associate Marketing Director (Oral Care), See Mei Sin.
By telling Airliftz’s story, Colgate hopes to inspire an optimistic Malaysian society. Mei Sin added, “We may all be in different circumstances and facing different life challenges, but by harnessing the power of a smile, we can certainly effect change within ourselves and inspire change in the people around us. We are stronger when we smile, indeed.”
The strength, confidence and determination that have paved Airliftz’s life journey are testament to the enduring power of optimism.
“Having been called names all my life, I learned that negativity will only bring you down.
"It took me a while to stop listening to the negativity, but I had to search no further than within myself to find the strength – and it started with a smile. Fighting back is not my style. My way of tackling negativity is to lead it with kindness, be optimistic and just smile it away,” Airliftz shared.
