RIO DE JANEIRO » New TV ads are encouraging Brazilians to save water -- by urinating in the shower.

Brazilian environmental group SOS Mata Atlantica says the campaign, running on several television stations, uses humor to persuade people to reduce flushes.

The group says if a household avoids one flush a day, it can save up to 4,380 liters (1,157 gallons) of water annually.

SOS spokeswoman Adriana Kfouri said Tuesday that the ad is "a way to be playful about a serious subject."

The spot features cartoon drawings of people from all walks of life -- a trapeze artist, a basketball player, even an alien -- urinating in the shower.

Narrated by children's voices, the ad ends with: "Pee in the shower! Save the Atlantic rainforest!"

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On the Net:

Ad on YouTube: http://tinyurl.com/kklmk6

Web site for campaign: http://www.xixinobanho.org.br