The 'Tap' Colgate ad focuses on the amount of wasted water that goes down the drain when you leave the faucet running as you brush your teeth. In total, it amounts to about 10 liters of water and as the ad points out, "this is more than many people in the world have in a month."
The ad delivers this message quite simply, showing a man who carelessly leaves the water running while he's brushing his teeth. While the water is running, a pair of hands is shown filling up a drinking glass, another fills up a bowl and a young girl uses her hands to drink directly from the stream of water. Although the ad is hardly about Colgate's toothpaste, it's an important message for its consumers to be considerate of when brushing their teeth.