For the first time in its brand history,

Colgate will air a commercial during the Superbowl, for the first time, ever. The 30-second video is called “Save Water,” and it will air near the two-minute warning. It encourages viewers to turn off the faucet while brushing their teeth.

The brand also wants to spread the message about water conservation on social media using the hashtag #EveryDropCounts.