These Colgate ads feature a young girl and boy from developing nations holding up the sinks of Western world bathrooms -- signifying the importance of the wasted water running down the tap.
'Close the tap' has been a campaign the toothpaste brand has been working on for several months now. With a commercial showing the potential uses of wasted water, these print ad taglines follow suit with the slogan, "What you waste in two minutes is what she lives on for two days."
With more consumers caring about the environment and putting their purchasing power toward eco-friendly companies, Colgate has taken on a sustainability initiative. Not only do the Colgate ads serve to remind everyone of wasteful practices but also to create a brand image that caters to sustainability-minded consumers.