Colgate is kicking off a new campaign today — and will air its first-ever Superbowl commercial for its new Colgate Total SF toothpaste. 

Colgate SF replaces the original Colgate Total following more than a decade of development, including dozens of laboratory and clinical studies. The breakthrough technology has 40 patents granted, and 86 pending patents globally.

The 30-second spot that will air during the game on Sunday features actor Luke Wilson humorously underscoring the campaign’s tagline “Do More for Your Whole Mouth” as a pesky close talker.

The commercial highlights Colgate Total SF toothpaste’s new formula and its added benefits that take care of everything – from reducing sensitivity to strengthening teeth, to germ and bacteria fighting to instant neutralization of odors associated with bad breath– in one product.

Bill Van De Graaf, vice president of marketing, Colgate North America says, “This is our biggest launch since we revolutionized the oral care market with the original Colgate Total toothpaste more than twenty years ago. 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.”

More About the Video — Watch It Below

The new spot is directed by Academy Award-nominee Bryan Buckley, and will air during the third quarter’s second commercial break.

The ad was shot in cinematic reality – hyper-realistic, with film-quality detail – and is the creation of Red Fuse Communications, the global ad agency serving all of Colgate-Palmolive’s brands worldwide.

Actor Luke Wilson says, “It’s exciting to play a major role in this iconic brand’s biggest product launch in two decades. On top of that, I get to show off the toothpaste’s benefits in an enjoyable and entertaining way that I think will really resonate on the biggest stage in the world.”  

The new commercial is part of a larger campaign by Colgate that includes digital, social and PR elements in addition to the launch ad.

Watch it below.