Colgate reveals a true ‘game face’ in new spot for 2024 AFL season

July 4, 2024 4:13

As the ‘official smile of the AFL’, Colgate has launched a campaign for the 2024 season, showing how a pearly white smile is the best ‘Game Face’ there is, via VML and Wavemaker.

While a traditional game face features a scowl, furrowed eyebrows or a general toughness about it, and while research has found that smiling can instantly improve someone’s mood, helping athletes feel more relaxed and confident, Colgate wanted to change those perceptions.

The campaign features star AFL players Isaac Heeney and Christian Petracca, along with other athletes across swimming, basketball, running and archery.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.