Burgeoning artist and Hip Hop star, Airliftz, joins forces with the likes of Colgate as the face of their latest Smile Strong campaign – a galvanizing cry hoping to inspire individuality, acceptance, and positivity in the greater community. Sporting an all-new original track and an accompanying 90-second film, Airliftz and Colgate urge all Malaysians to smile in the face of adversity; to be bold.
An impressive swathe of strings and brass delivers a sense of grandiosity and victory. With every clap and anticipatory snare roll, thumping 808 and ambient rumbling of the crowd, a strong air of assuredness continues to fill the room. Toned percussion ticking like the hands of a clock, counting down the moments that passed before our unassuming protagonist takes center stage.
Effortlessly hopping in and out of flows – showcasing his abilities as a rapper, topliner, and lyricist – the RedRecords signed raconteur outlines the struggles he faced growing up. Writing rhymes and making beats, the budding entertainer was able to express himself – putting pen to paper and notes to keys to tell his own compelling story about overcoming it all and finding solace within himself, and through his music.
On what the song means to him, Airliftz shares: “I guess the song stands as a tribute and testament to the journey I’ve taken, and time I’ve put in, to be able to become the person that I am today. Puttin’ trust in the process, and being able to find contentment wherever I am in life even after all of the hardships I’ve been through.”
The campaign’s titular song “Smile Strong” – composed and performed by Airliftz – will be available to stream on all music platforms on December 16, 2022, here: https://redrecords.lnk.to/SmileStrong.
Experience Airliftz’s story and watch the campaign’s 90-second film, starring Airliftz, on Colgate’s YouTube channel.
For further information, please contact Haruka at haruka@redrecords.com