Warren Gatland has insisted Dan Biggar is wrong to label Saturday's Six Nations match against Italy as Wales' biggest game in 20 years.
Wales head to Rome having lost their last 13 tests, the worst run in their history.
The Italy match would appear to offer them their best chance of ending that wretched sequence in this Six Nations, with Wales having lost all of their five games in last year's edition.
Former Wales flyhalf Biggar, speaking in his role as a television pundit after Wales' 43-0 thrashing by France in Paris last Friday, said the Italy game constituted the biggest match for the team in 20 years.
He said this even though he himself had been involved in numerous Grand Slam deciders and World Cup semifinals.
But Wales coach Gatland, at the helm for those games in his first spell in charge, said Biggar's comments were just part of the "white noise" surrounding his side.
"No, it doesn't no," said Gatland when asked during a Zoom press conference held at Wales' training base in the south of France whether the clash with Italy felt bigger than Grand Slam deciders and World Cup semifinals.
"We've been in some close games and unfortunately we haven't been able to get across the line. We know we are in a bit of a rebuilding phase so it's definitely not the biggest game in Wales for the last 20 years.
"It's an important game for us and we are well aware we've got some other tough games in this competition. We are desperate to want to get a win.
"That's the most important thing. It's definitely not the biggest game Wales have had in the last 20 years."
'X-FACTOR FALETAU'
Gatland has made two changes to the side overwhelmed in Paris, recalling veteran No 8 Taulupe Faletau and giving a first test start to centre Eddie James.
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Faletau, who will be gaining his 105th Wales cap in Rome, has been out of international action for 16 months after suffering a broken arm during a 2023 World Cup pool victory over Georgia – the national side's last test win.
Further fitness issues, including a fractured shoulder sustained playing for Cardiff, have kept him out of the international arena.
"He wasn't quite ready with his knee last week, but he's ready to go and it's a big confidence boost for us," said Gatland.
"He brings experience and probably a bit of X-factor...We are looking for some of those special traits he has to try and inspire people around him."
Gatland admired Italy's fight in their opening game against Scotland, where the Azzurri recovered to 19-19 after falling behind before losing 31-19 in Edinburgh, saying they were a "tough team to put away".
The 61-year-old added: "We've spoken as a group about how important this (Italy) game is for us. You try not to look at the white noise from the outside.
"People throw out comments like 'it's a must-win game' but you don't talk about that as a group. Every game is important.
"I haven't seen any of the external pressure so it's making sure we focus on ourselves. We want to be positive, have confidence and self-belief."