*By Chloe Aiello*
Luke Wilson is taking a short break from Hollywood. A commercial break. The "Rushmore" and "Old School" actor is starring in his first Super Bowl commercial, and he says the 30-second Colgate spot will probably get more views than any of his movies.
"I think more people will see this than any movie I've ever been in for sure," Wilson told Cheddar on Friday.
Wilson stars in Colgate's humorous, 30-second spot as an office "close talker," walking and talking in uncomfortably close proximity with his colleagues. He said the process of filming the commercial was like "doing a good SNL skit, while at the same time trying to get \[across\] the point of Colgate Total and that it does more for your mouth."
Wilson might be a veteran of the big screen, but even he admitted "it's definitely nerve-wracking" to star in a commercial that [more than 100 million people](https://cheddar.com/videos/pepsi-frito-lay-cmos-preview-brands-super-bowl-commercials) are expected to watch.
"In the old days there might be one or two commercials that people mentioned, but nowadays they're as popular as the game and people talk about them as much as the game," Wilson said.
And that's a good thing for the brands, which can pay up as much as $5 million for a 30-second spot, [according to Statista](https://www.statista.com/statistics/217134/total-advertisement-revenue-of-super-bowls/). It's Colgate's second year running an ad in the Super Bowl ー and the stakes are high. The oral hygiene company is relaunching its flagship brand, Colgate Total, and wanted to do it with a bang. The goofiness of Wilson's commercial in stark relief to the more serious ad Colgate aired during the 2016 Super Bowl, which implored people to conserve water as they brushed their teeth.
"Usually seems like the \[commercials\] with humor do well ーthose are the ones where people kind of repeat them or they can become kind of those zeitgeist moments," Wilson said, adding that he hopes the Colgate commercial will be one that sparks discussion.
So which team is Wilson backing this Sunday? The "adopted Angeleno" said he'll be rooting for his home team, the underdog Los Angeles Rams.
For full interview [click here](https://cheddar.com/videos/luke-wilson-talks-first-super-bowl-commercial).
Millions of people around the world are getting ready for the Super Bowl on Sunday. And while the day is all fun and games, there's still a serious discussion happening about player safety. Now, two leading sports brands have teamed up to design new, state-of-the-art equipment using 3D printing. Joe DeSimone, co-founder and CEO of Carbon, stopped by Cheddar with more on how technology is making football more safe, head to toe.
Draftkings CEO Jason Robins told Cheddar that New Jersey residents alone could wager as much as $100 million on the Super Bowl, the first time sports betting will be legal there for the big game.
Although it has 3 million customers, home security company SimpliSafe isn’t a household name yet. It’s hoping that will change on Sunday after its first Super Bowl ad airs.“In a market where people are trying to lock you in a contract or harvest your data, we’re trying to keep you safe,” brand creative director Wade Devers told Cheddar. “There aren’t really a lot of places you can reach the number of people you can reach like the Super Bowl.”
These are the headlines you Need 2 Know for Friday, Feb. 1, 2019.
On Super Bowl Sunday, the Hallmark Channel will be home to the sixth annual Kitten Bowl, the annual matchup of cat-letes held to benefit the North Shore Animal League. Beth Stern, host of the Kitten Bowl and spokesperson for North Shore (and wife to Howard), brought a pair of 12-week Siamese kittens to Cheddar Thursday to help promote a new event this year: the first-ever Cat Bowl.
These are the headlines you Need 2 Know for Wednesday, Jan. 30, 2019.
Super Bowl Sunday is the ー well ー Super Bowl of building brand awareness, particularly for food and beverage companies. This year, Pepsi and Frito-Lay, both units of PepsiCO ($PEP), are once again among the snack giants planning to use the 100 million-plus members of the expected television audience to launch new products and elevate brands in their respective portfolios. Frito-Lay CMO Jen Saenz spoke to Cheddar Tuesday alongside Greg Lyons, the CMO for Pepsi, which is known for its Super Bowl ads and social media engagement tied to the Big Game.
Apple is planning a subscription service that would function like Netflix for games, according to people familiar with the matter. The iPhone maker has also discussed partnering with developers as a publisher, which could signal ambitions to assume distribution and marketing costs for games.
These are the headlines you Need 2 Know for Tuesday, Jan. 29, 2019.
