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By John McCarthy, Opinion Editor

January 28, 2016 | 1 min read

Toothcare brand Colgate will mark its first ever Super Bowl slot by recycling a South American ad it ran in 2014 for World Water day.

Channelling social good in the pricey segment, Colgate will look to inform viewers to conserve water as part of the international initiative during Super Bowl 50.

The initial ad, ran in Colombia and Brazil in 2014, and won Y&R Peru a Cannes Lion. As a result, Colgate is keen to hit home the importance of water preservation with the award winning creative.

Showing a running faucet, Colgate warns viewers that a single toothbrushing session can waste around four gallons of water a week - more water than some people receive on a weekly basis.

Super Bowl broadcaster CBS is charging an estimated $5m per slot during peak time so Colgate will have saved some money by repurposing #EveryDropCounts.

For the latest Super Bowl news check out The Drum's dedicated hub.

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