• by Fern Siegel , October 4, 2024

Colgate-Palmolive's toothpaste brand hello is debuting a new “Everyday Yay” campaign that makes daily hygiene tasks, such a brushing your teeth, more fun.

The creative is by Walrus — and it's the first work from the agency since winning the business in late 2023.

The ads run nationally across video and social platforms.

Three spots feature kids and adults using hello's products and enjoying whimsical responses: wallpaper comes off walls and bath toys come to life.

The work is here, here and here.

The spots highlight kids toothpaste in unicorn sparkle (bubble-gum flavored), adult anti-plaque and whitening toothpaste, and coconut-scented deodorant.

"The hello brand inherently has such a strong vibe. It's clean and contemporary, but also friendly and approachable,” Frances Webster, co-founder & CEO of Walrus, told Agency Daily. “It was a major priority for us, and the hello team, that the campaign held true to its original brand aesthetic while speaking to modern-day adults, children and families.”

Webster called hello a “design-forward, multi-sensory brand with a clear path for growth,” adding the agency's charge was to invite “even more people to experience its playful charm.”

Walrus' client work has included The Farmer's Dog, PayPal and Tiny Toast.