Colgate’s ‘Let’s Have A Talk’: All About The Power Of Smiles!|Blissful Affairs Online
“It’s such a beautiful watch, and the attempt at localization, kid actors were spot on. I Enjoyed this!” – Princewill Akuma, Digital Marketing Specialist
At a time when attention spans are dwindling and viewers are constantly bombarded with content, it takes something truly special for a television commercial to capture and hold interest. Enter Colgate’s latest advertising campaign, ‘Na to do Yanga with your Smile,’ a cutting-edge and ingenious effort that has managed to cut through the clutter and leave a lasting impression on audiences across Nigeria.
While the average human attention span has plummeted to a mere 8 seconds, shorter than that of a goldfish – at a shocking 8.25 seconds, according to a 2015 Microsoft Study – Colgate’s TVC defies this trend, commanding viewers’ undivided attention from start to finish. The opening quote from the comment on LinkedIn by digital marketing expert Princewill Akuma, on the commercial merely hints at the depth of creativity and innovation that has gone into this remarkable commercial.
Breaking away from the traditional mold of oral care advertising, which often relies on clichéd tropes such as perfect smiles, bad breath scenarios, or expert recommendations, ‘Let’s Have A Talk’ takes a bold and refreshingly different approach. Instead of featuring models with flawless dentition, the commercial puts children at the centre, with their adorable toothy grins, endearing milk tooth gaps, and infectious smiles as the primary selling point.
Featured on the prestigious Ads of the World platform, proof of its creative excellence, the TVC introduces viewers to a diverse cast of 12 children, each with a unique message delivered in a manner that seamlessly blends youthful charm and adult-like slang.
The decision to feature children in this campaign is not only innovative but also backed by substantial research. Studies have consistently shown that advertisements featuring children tend to generate higher recall rates and brand recognition. According to a 2019 research by the Garrison Everest Agency, a staggering 68% of viewers remembered the brand and message when children were involved in the advertisement. This phenomenon is attributed to the innate human affinity for children, which triggers positive emotions and heightens engagement.
Largely built on the concept of “Perfect Imperfection” (Apologies to Dr. Tola Elatuyi’s new book), the Colgate TV commercial ingeniously employs children with missing teeth to deliver a powerful message on oral care to adults who may or may not have complete teeth. This poetic antithesis is both shocking and remarkably effective, drawing on the innocence and authenticity of children to drive home the importance of oral hygiene with a brand like Colgate.
“With Colgate, na to do yanga with your smile!”
The commercial opens from the perspective of a child on a bicycle, carrying Colgate and water in his carrier. Immediately, the viewer is drawn in by the child’s authentic Nigerian pidgin: “Alright everyone make una open your ears, make we talk.” A girl chimes in, “Time don reach to rearrange things, so as to give una small wisdom.” As the children’s near-perfect use of pidgin and slang registers, the viewer is confronted with their gaping but healthy and sparkly missing teeth…you cannot miss it.
It is these very children, with their imperfect yet endearing dentition, who take on the role of oral care ambassadors, confidently addressing adults playing draft in the neighborhood. One girl boldly declares, “Una think say una sabi,” while another child contrasts, “See as my teeth fresh nah, but una own? Abeg no be so,” drawing a stark comparison between their healthy incomplete smiles and dentition with the adults’ potentially neglected oral hygiene.
The children’s wisdom belies their ages, with one sagely advising, “Before una think say our smile no reach, make una dey think am twice o.” Another reinforces, “We no dey here to dey point una with our small fingers, we show una solution instead,” indicating that their intent is not to chastise but to offer a solution to adults’ oral problems.




With childlike enthusiasm, one exclaims, “Ever heard of Colgate? The number one oral care brand in the world?” while another promises, “Una smile go fine like film trick, as e suppose be.” A third boasts, “You can see why we are the coolest around, for zero cavity and long-lasting fresh breath,” reinforcing the message that, despite their missing teeth, these children embody the epitome of oral health.
Drawing from the universal truth that a smile is crucial, and one’s oral hygiene can significantly impact one’s confidence in smiling, the children advise, “Mama and Papa buy am, use am and shine your smile, No more cover, cover mouth.” They unanimously declare, “With Colgate, na to do yanga with your smile!”
Throughout the minute-long TVC, children were shown in various settings, further emphasizing the universality of their message and the importance of oral care in everyday life. Whether at play, in school, at home, or on the streets, these young ambassadors of oral health were a constant presence, reminding viewers of the significance of maintaining good oral hygiene habits.
This commercial masterfully subverts expectations, using the very imperfections of children’s dentition as a powerful tool to convey the importance of oral care. The contrast between their missing teeth and their radiant smiles, coupled with their authentic use of Nigerian pidgin and slang, creates a memorable and impactful message that resonates with the target audience.
“I love this! Me sef I won do yanga with my smile”
In addition to its innovative use of child actors, the commercial stands out for its localization efforts. By incorporating Nigerian slangs and cultural nuances into the script, Colgate has crafted a campaign that resonates deeply with its target audience, creating a sense of familiarity and relatability that is often lacking in generic, one-size-fits-all advertising efforts. On LinkedIn, reacting Nigerian music star, Oluwatosin “Mr Eazi” Ajibade, agrees with this, commenting on the commercial “I love this! Me sef I won do yanga with my smile.” This is same with Victor Ojeakhena, a Digital Marketing Enthusiast who wrote on LinkedIn, “I love the video. Everyone can relate to it, and it’s captivating to watch. Kudos to the team!
The use of Nigerian pidgin English, a language spoken by millions across the country, adds an authentic and relatable touch to the commercial and creates an instant connection with viewers. Phrases like “make una open your ears,” “una think say una sabi,” “una smile go fine like film trick,” and “na to do yanga with your smile” immediately connect with viewers on a cultural level, making the message more accessible and engaging.
Beyond enhancing the campaign’s authenticity, the use of Nigerian pidgin and cultural references demonstrates Colgate’s commitment to understanding and respecting the cultural nuances of its target market. Sanad Bassam, a self-professed People Accelerator and Transformation Catalyst from Saudi Arabia commented on this when he wrote, “I won do yanga with my smile too. Love the ad, the localisation, and the children makes it resonate even with adults.”
“It really pulls on those heartstrings using emotion as an advertising appeal”
Beyond its creative ingenuity and localization efforts, the commercial also taps into of emotions, forging a deeper connection with viewers. The use of children as the primary messengers, the commercial evokes a sense of innocence, joy, and nostalgia – emotions that are universally relatable and can transcend cultural boundaries. Fashion business consultant, Sessi K, also on LinkedIn says this about it; “I’ve missed ads like this! Super nostalgic (of Nigerian TV ads from the 2000’s) and still impactful because it really pulls on those heartstrings using emotion as an advertising appeal.”
The children’s infectious smiles, their endearing imperfections, and their ‘childish’ enthusiasm serve as a reminder of the pure, uninhibited happiness that a healthy smile can bring.
Setting a New Benchmark
With its fresh perspective, cast, and locally relevant messaging, Colgate’s commercial has set a new benchmark for creative excellence in Nigerian advertising. It has challenged conventions by embracing a bold, child-centric approach, that will leave an impact and promote recall.
Colgate has undoubtedly set a new benchmark for crafting innovative campaigns, and it is sure to inspire other brands to push the boundaries of creativity and embrace bold, culturally relevant storytelling. Bravo, Colgate, for reminding us all that with a radiant smile, ‘na to do yanga’ indeed!