“Pump Purple Smile” is a launch film for Colgate’s new teeth whitening Pump Serum, a beauty-forward product designed to slot right into your daily routine.

Instead of treating it like a typical oral care product, we approached it like a beauty essential. The film turns the simple act of pumping the serum into a catchy, stylized ritual set to a beat, making it feel fun, fresh, and unforgettable.

With bold purple visuals and confident energy, we reintroduced Colgate as part of your beauty lineup and not just your bathroom shelf.