The Super Bowl - it's every large company's marketing opportunity of the year with roughly half of the United States tuned in and ready to be entertained, not only by sports, but by the legendary ads that have become a tradition of this American pastime. In fact, this championship game isn't just about cutthroat football anymore; many people tune in every year simply to watch the over-the-top commercials. While we were entertained by the strange and creative - think Mountain Dew's "puppy, monkey, baby" ad - we were also presented with a couple of messages that were unexpectedly deep and unconventional in their marketing tactics. One of these commercials was Colgate's #EveryDropCounts.
Instead of using its expensive ad time to promote its product, Colgate decided to spread a broader and more important message: Conserve water because every drop counts. The commercial, depicting a man brushing his teeth while leaving the water on, introduces the running faucet as the focal point and follows it with imagery of hands from different walks of life, approaching the sink and gathering water for different purposes. From washing dirt off of fruit to filling bowls to a child drinking from the sink, Colgate makes it apparent that water isn't as plentiful as we think. And to back it up, it gives us the facts. "Brushing with the faucet running wastes up to four gallons of water," Colgate states. "That's more water than many people around the world have in a week. Please turn off the faucet." Followed with the hashtag #EveryDropCounts, this large toothpaste company made a statement: Use its products responsibly. Don't waste water while you're brushing your teeth.
Especially in light of the contaminated drinking water in Flint, Mich., and the drought in California, it's important to remember that water shortages don't just affect areas outside of our borders. Colgate took a strong stand bringing this message to the forefront of the American people, the millions of viewers who watched Super Bowl 50.
Watch the commercial here: