This 30-second Colgate ad from WPP’s Red Fuse stars Luke Wilson as an office “close talker.”

“Now, there’s no such thing as too close,” Wilson says to a courier, touting the benefits of the Colgate Total oral care brand standing two-inches from the man’s face. “Yes, there is,” he replies dryly.

Airing in the game’s third quarter, this too-close-for-comfort spot was the first to be revealed pre-Super Bowl, appearing online a full 17 days before the Big Game. 

“Close Talker” is Colgate’s first Super Bowl ad since 2016, when it ran another 30-second spot encouraging people to conserve water. That ad was adapted from one created by Y&R Peru in 2014 for Latin American markets.

BRAND: Colgate

YEAR: 2019

AGENCY: Red Fuse

SUPER BOWL: LIII

QUARTER AIRED: Q3