I actually liked this ad very much and the interesting approach to saving water was indeed quite a surprise. The twist in Colgate’s The Tap ad shows a pair of hands filling up water and soon we see a little young girl with dirty hands drinking directly through a stream of water while a man carelessly leave the tap running. Colgate wanted to communicate the message that people waste up to 10 liters of water when we brush our teeth leaving the tap running. And, that is actually equivalent to almost more than what most people in the world have in one month. Very powerful communication approach.