Colgate Max White - good emo message in the functional benefit world of toothpaste

The most recent ad I've enjoyed is the recent Colgate Max White commercial that's currently running on Swedish television. The good news about it is that Colgate have found a great insight to work from and  focussed on the emo benefit of 'let the smile speak for you' rather than the functional message of 'gives you white teeth'. That's great news for Colgate and I think the Max White might have a fair chance for success in the marketplace, given the great comms being grounded on insight with substance. Unfortunately Colgate haven't trusted to share the ad on Youtube, so I cannot share it with you. But do visit their website if you want to view the ad.