Another part of the drought-ridden West is attempting to make water conservation sexy, this time with funny ads in Las Vegas.

 

The Southern Nevada Water Authority this week launched a campaign on television, radio, print and social media themed: "There's Nothing Sexier Than Saving Water." (Watch ad below) The ads were developed by R&R Partners, the firm behind Vegas' most famous tagline: "What Happens Here, Stays Here."

 

The new advertisements depict people adjusting watering clocks as members of the opposite sex ogle with lust. It coincides with the new fall restrictions that began Tuesday, which through Oct. 31 limits watering to three days a week and prohibits sprinklers during the day and misting systems at businesses.

 

Spokesman Scott Huntley said the new Las Vegas campaign was developed over the last year and that Nevada officials were not aware of San Francisco's recent ads.

 

He said the Nevada water agency has for years done two-week long "compliance" promotions during the seasonal transitions, using humorous messages to remind users to be complaint. Violators are first given warnings before fines start at $100, exceeding $1,000 for repeat offenders.

 

The advertising, which cost about $1.6 million annually, is a part of the longstanding effort to plug water conservation in the desert area that has been in drought for years.