Luke Wilson Will Star in a Comedic Super Bowl Spot for Colgate

The 30-second ad will air in the third quarter

Luke Wilson will bring some humor to Colgate's Super Bowl ad. Getty Images
Headshot of Ann-Marie Alcántara

Colgate is taking a comedic route this year, as it returns to the Super Bowl after first appearing in 2016.

The 30-second national spot will air during the second commercial break of the third quarter.

Produced by ad agency Red Fuse and directed by Bryan Buckley, the ad will feature actor Luke Wilson in his first Super Bowl commercial.

It’s not clear yet what Wilson will do, but some comedy is expected. The commercial, however, will feature Colgate Total, a product making its Super Bowl debut.

The Super Bowl airs on Feb. 3, 2019 on CBS.

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@itstheannmarie Ann-Marie Alcántara is a tech reporter for Adweek, focusing on direct-to-consumer brands and ecommerce.