This is something that I've taken up on my own. The idea was to show the impact that Colgate thoothpaste has. To demostrate this, I have taken the example of famous personalities, works of art, etc. But why the smile on their face?
In the raw images, the protagonists are not smiling, even though they have every reason to. Take Che for example. He has led a movement, and achieved so much. Is that not enought of a reason to smile? Well, that's what colgate does. To express the way you truly feel. To give you a reason to not supress that smile but just let it out.