Colgate will unveil its new and improved Total SF toothpaste offering during Sunday’s championship game with a 30-second commercial.

Colgate has kicked off the campaign for its new Total SF toothpaste offering, with the flagship brand appearing in a spot during Sunday’s championship game. Marking its Super Bowl debut, the 30-second advertisement stars Luke Wilson and runs on the tagline, Do More for Your Whole Mouth.

The film captures the updated formula and added benefits of the product which include teeth strengthening, sensitivity reduction, germ fighting, and instant neutralisation of odours associated with bad breath. Directed by Bryan Buckley, it will air during the second commercial break of the third quarter.

The work of Red Fuse Communications, the creative shop serving all Colgate-Palmolive portfolios worldwide, the commercial was shot in cinematic reality with film-quality detail. The ad is part of a larger push that also spans digital, social media, and PR elements.

“This is our biggest launch since revolutionising oral care with the original Total toothpaste more than twenty years ago. It is only fitting that we debut our new campaign during the most-watched television programme of the year,” said Bill Van De Graaf, VP of Marketing for Colgate North America.

Colgate in a two-time winner of the World Branding Awards under the Toothpaste category, having claimed the title in 2014 (National) and 2018 (Global) respectively.

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