The 30-second spot features actor Luke Wilson underscores the campaign's tagline "Do More for Your Whole Mouth" as a pesky close talker. The commercial highlights Colgate Total toothpaste's new formula and its added benefits.
"This is our biggest launch since we revolutionized the oral care market with the original Colgate Total toothpaste more than twenty years ago," said Bill Van De Graaf, vice president of marketing for Colgate North America. "It's only fitting that we debut our new campaign during the most watched television program of the year. It's a way to introduce this breakthrough product on a scale that you simply can't achieve any other way."
The new spot will air during the third quarter's second commercial break. Spoiler Alert: you can watch it below right now...in case you decide to get a refill or more buffalo chicken dip.