It's time once again for valley residents to scale back their landscape watering, and the Southern Nevada Water Authority wants them to feel good about themselves while doing it.
The wholesale water supplier is rolling out its new ad campaign — "There's Nothing Sexier than Saving Water" — this week to coincide with Tuesday's start of the fall watering schedule, which limits irrigation use to three assigned days per week through Oct. 31.
The ad blitz features schlubby people being ogled like supermodels as they adjust their watering clocks. Authority spokesman Bronson Mack said the goal is to "capitalize on humor to grab the attention of viewers and cut through the noise."
The campaign was designed by R&R Partners, creators of "What Happens Here, Stays Here." In July, the authority awarded R&R a one-year, $3.35 million professional services contact that's renewable for up to six years.
Fall watering restrictions from the authority and its member utilities apply to both sprinklers and drip irrigation systems, though only sprinkler watering is prohibited between 11 a.m. and 7 p.m. until Oct. 1.
Check your last water bill to find your assigned watering group, or look it up at snwa.com.
Tuesday also marks the day when commercial businesses must shut off their mist systems until June 1.
The winter watering schedule begins Nov. 1, when irrigation use is limited to one assigned day a week.
The authority adopted the water restrictions in 2003 as a temporary response to drought on the Colorado River, source for 90 percent of the valley's water supply. Those rules have since been made permanent.