Colgate takes a humorous approach to oral hygiene in this Super Bowl spot, titled Close Talker. The narrative focuses on the awkward nature of personal boundaries within a professional setting, contrasting tight close-ups of characters speaking directly to the lens with wider shots of a standard corporate office interior.
Produced by Hungryman, the live-action technique uses clean, bright fluorescent lighting to ground the work in a recognisable workspace environment. The commercial highlights the functional benefits of the toothpaste through a series of uncomfortable office interactions that lean into situational comedy.
