For Its Super Bowl Ad, Colgate Asks You to Turn the Water Off When You Brush

A 30-second version of the brand's popular campaign

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Colgate, a first-time Super Bowl advertiser, today released the full 30-second spot it will air on Feb. 7.

You won't find any Colgate products in the ad. Instead, the spot discusses a larger issue—the importance of saving water.   

The commercial opens on a man leaving the faucet running as he brushes his teeth. It then notes that when we leave the tap on, even if only for a short period of time, we waste up to four gallons of water each time. The spot tells viewers that four gallons of wasted water is more than some people get in one week. 

The ad isn't a completely new one for the brand, but is instead a 30-second version of a larger 60-second "Save Water" campaign that ran in Peru and Colombia in 2014 for World Water Day. Y&R Peru created a 60-second version of the ad, which racked up over 500,000 views and also won the agency a Cannes Lions award.  

The campaign uses the hashtag #EveryDropCounts, and asks viewers to use the hashtag as a way to signify their pledge to conserve water when they brush. 

For more Super Bowl 50 news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies creating them.

@ktjrichards Katie Richards is a staff writer for Adweek.