For its first ever Super Bowl commercial, instead of hyping its products, Colgate will air a message about the importance of conserving water.
The 30-second spot, called “Save Water,” will air at the two-minute warning in the second half, according to a rep for the company.
The ad is not new. It was created by Y&R Peru last year as part of a water-saving campaign in Latin America.
The version that will air here will encourage viewers to “turn off the faucet” while brushing their teeth. On average, Americans who leave the water running while brushing their teeth waste at least four gallons of water, according to the ad.
The spot will make the point that the amount of water wasted while brushing your teeth one time is more than some people around the world have access to in a month.
No one speaks in the ad, which shows a man brushing his teeth in the morning while leaving the water running. But the spot drives the point home by showing what could be done with the wasted water like filling a pot to prepare a meal, washing off fruit or simply getting a drink.
An early version of the spot ends with the call to action to close the tap while brushing followed by the Colgate logo. But a Colgate rep said that the spot that will air in the Super Bowl will have a different ending that is not yet complete. There will also be a social media tie-in labeled #EveryCountDrops.
This story has been updated with additional input from Colgate.