Colgate 1958: Invisible Shield--complete commercial

"Gardol's" formula- sodium lauryl sarcosinate- was recently used in Arm & Hammer's "Advanced Whitening" toothpaste, without the "Gardol" identification!

"Gardol is Colgate's Trade-Mark for Sodium N-Lauroyl Sarcosinate" [that's what it said on the side of the package and in several of their print ads]; that's for those who were wondering what "Gardol" was....

"The colgate invisible shield finally got em"
Alice Cooper 1973 Generation Landslide

I think the announcer was Joe King who'd been with CBS for many years.

This is from the 1958 game show "DOTTO"; that's host Jack Narz briefly introducing the commercial, as Colgate-Palmolive sponsored "DOTTO" on CBS daytime and NBC's prime-time edition; both went off the air in August 1958 after Edward Hilgemeier, a disgruntled contestant-to-be, told authorities that the show was rigged. Rosser Reeves of the Ted Bates Agency {Colgate's ad agency at the time} created the infamous "invisible shield" campaign...

The answer to a question which no one asked: Aerosol toothpaste in a can.

I remember the Invisible Shield too. Reminds me of the floor wax which would "shield against black heel marks", and when people stepped into the kitchen, a clear plastic panel would appear under their shoes and float them over the floor.

That was cool to see it in a can, and I just love the jingle at the end...

Yes, that aerosol can was a real innovation for the time. Pepsodent and Gleem toothpaste followed suit not long afterward. I have a whole commercial where Mighty Mouse hawks the aerosol can; I'll have to post that one soon.