Group Created with Sketch.
Volume 26 No. 5
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

Colgate Returns To Super Bowl Ads With Comical Luke Wilson Spot

Colgate's ad will feature actor Luke Wilson in his first ever Super Bowl commercial

Colgate is "taking a comedic route this year" in its return to the Super Bowl, according to Ann-Marie Alcantara of ADWEEK. The 30-second spot "will air during the second commercial break of the third quarter." The ad, which is being produced by Red Fuse Communications, N.Y., and directed by Bryan Buckley, will "feature actor Luke Wilson in his first Super Bowl commercial." This marks Colgate's second appearance on the game, as it made its debut in '16 (, 12/12). The ad will feature Colgate's "flagship Total brand," marking the "first time it has featured its oral-care brand" (, 12/12).

ANOTHER LAP: In Phoenix, Russ Wiles noted GoDaddy has tapped former driver and longtime spokesperson Danica Patrick for a "series of advertisements, media appearances and public-speaking engagements, focusing on her entrepreneurial and inspirational messages." Patrick said she wants to "show people how life can transition." She also "emphasizes the importance of websites and social marketing to small business people." While Patrick and GoDaddy have had a long partnership of working together on Super Bowl ads, there has been nothing mentioned about a return to the game this season (, 12/12).