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

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

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