Colgate is set to debut as a Super Bowl advertiser during February’s big game, with a commercial designed to rebrand the toothpaste manufacturer as a champion of sustainability.

The oral care brand’s 30 second spot is entitled Save Water and urges consumers to turn off their faucet while brushing their teeth. The spot will be optimized for social media, carrying the hashtag #EveryDropCounts. On average, Americans waste four gallons (10 liters) of water per year by keeping the tap running while they clean their gnashers.

A longer 60-second version of the creative, put together by Y&R Peru, made its debut in the Peruvian and Colombian markets in 2014 and 2015, attracting 48 million TV impressions and 34 million digital impressions.

The commercial was originally aired in the US on TV in the first quarter of 2015 but, with its launch at the Super Bowl, Colgate is hoping to reach a broader audience. Last February’s Super Bowl drew in a record 114.4 million viewers, the largest audience for a US television program ever.