Colgate Total Reaches for the Sky in New Campaign

Red Fuse – WPP’s integrated global team dedicated to serving Colgate-Palmolive – has launched a new brand campaign for Colgate Total, titled ‘Made for Greatness’.

The campaign launches in Thailand today, with a progressive rollout across Singapore, Malaysia, Australia & New Zealand within the next few weeks.

The spot follows Jimmy Chin – a climber and Academy Award-winning filmmaker – as he ascends a sheer rock wall.


“I really felt a sense of connection to this idea of how you define greatness,” said Chin. “I’m inspired by those who challenge their own limitations. For me, striving for greatness is a personal journey. You have to demand more from yourself and you have to push your limits. I believe it’s what’s inside that makes you great.”

Outside of the film, the campaign also includes integrated communications across out-of-home, digital & eCommerce, and in-store displays.


“Now, more than ever, people have a stronger resolve when it comes to the world becoming a better place for all,” said Lyndon Morant – Regional Marketing Director – Integrated Marketing Communications, Colgate-Palmolive. “This campaign really shows a turning point – not just for Colgate Total – but for the category as a whole that we can move into a broader, richer territory to connect with people in a way that our category hasn’t done before. Greatness is about demanding more every single day, and that’s the exact attitude we bring to Colgate Total.”



Vice-President Marketing APAC: Yves Briantais
Regional Marketing Director – Integrated Marketing Communications: Lyndon Morant
Regional Marketing Director – Oral Care Category: Laura Vogel
Regional Senior Brand Manager – Pimphan Suwanprateep

Red Fuse

Managing Director: Caroline Slocombe
Regional Executive Creative Director: Kenny Choo
Regional Creative Director: Guillaume Lamy / Jim Fong/ Alex Shipley / Troy Lim
Regional Client Services Director: John Kim / Daniel Cullen
Regional Account Director: Ellen Soh
Head of Production: Jacie Tan
Head of Strategy: Farheen Romani


Film Director: Jimmy Chin & Nick Martini
Executive Producer: Mac Hedges & Jacie Tan
Director of Photography: Cam Riley
Producer: Randall Bourquin
Post Production: RedFuse Production Services
Audio House: Maveriq Studios
Composer: Jérôme Plasseraud

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