Ad Love: Colgate’s Every Drop Counts.

Most of us take running water for granted. Colgate wants you to stop it. Stop it now, dammit.

Recently, the brand released the full 30-second spot which will air on Superbowl Sunday, February 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 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.

Take a look:

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