Colgate has teamed up with the Australian Football League (AFL) to launch a new campaign titled 'Game Face', building on its existing partnership as 'Official Smile of the AFL'.

The campaign, which features creative from VML and media buy by Wavemaker, is based on research published in the Psychology of Sport and Exercise journal, which suggests that smiling can improve an individual’s mood, making athletes feel more relaxed and confident.

The campaign features Isaac Heeney from the Sydney Swans and Christian Petracca from the Melbourne Demons. It is supported by out of home, digital, In-Stadia, and social executions. The campaign aims to change the perception of what a 'game face' should be, moving away from intimidation to empowerment.

Senior Marketing Director, South Pacific of Colgate, Anthony Crewes, said: "Our new campaign is designed to encourage everyone to liberate the power of their smile. We are excited to launch ‘Game Face’ for the 2024 AFL season – and working with Isaac Heeney from the Sydney Swans and Christian Petracca from the Melbourne Demons really made the idea a reality with exceptional success. The aim is to change the perception of what a 'game face' should be—moving away from intimidation to empowerment."

CCO VML APAC, Paul Nagy, said: "Sport is meant to be about a game… joyful competition of the human spirit. But these days it’s very disconnected from that. It’s more a business than a leisure activity… even at the most junior level. Colgate understands we can’t change that, but what we can do is connect people to a simple truth they’ve probably forgotten - enjoying the game makes you better at it. That’s not wishful thinking: it’s a fact. This campaign marks the beginning of our mission to connect people to one of the simplest, and most uplifting, ways to improve performance… to smile."

Group Director, Content & Partnerships, Wavemaker ANZ, Alexia Antonis, said: "Colgate has been a long-standing official partner of the AFL, a sport anchored in Australian culture. It’s such a privilege to bring the new campaign to life through media channels that complement the spirit of the game, and connect with AFL fans in ways that make them smile. Seven’s AFL broadcast has been a strong launch pad for Colgates’ Game Face film, reaching large audiences and delivering impactful integrated and contextually relevant placements that strengthen the campaign message – putting smiles on more fans’ faces."

The campaign's message extends beyond sports, suggesting that smiling can enhance performance in everyday scenarios, including school, work, and other aspects of life.