Sydney Water's $3.2 million water-saving campaign questioned as dams hit capacity

A Sydney Water campaign urging residents to limit their usage has raised eyebrows, with recent rains filling dams to the brim.

9News can reveal the government-owned corporation splashed out more than $3.2 million on three advertisements starring Australian entertainer Shane Jacobson.

In one clip he tells viewers: "What's one thing I love most? It's a long steamy shower," before he's told to "turn it off, Bob".

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Documents obtained by 9News under Freedom of Information laws show the state government agency spent $1,428,825 on production and $1,818,750 on buying advertising space.

That's $3,247,575 in total to tell us to turn off the tap.

"Where was this ad campaign when we nearly ran out of water in December 2019 when dam levels were plunging? Many people will be scratching their heads asking why is this on TV right now," state opposition leader Chris Minns told 9News.

"Sydney Water needs to protect every dollar they collect. At the end of the day it's not theirs, it's the people of NSW."

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The three-part campaign is being rolled out throughout the year.

Sydney Water insists it's obliged to spend $5 million each year specifically on water-saving campaigns, which is a requirement of the Independent Price and Regulatory Tribunal.

Digital marketing strategist Meg Coffey said $3.2 million was reasonable for the advertising campaign, and didn't question the timing of the campaign.

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"It's messaging that needs to be repeated throughout the year. Water-saving doesn't just happen in summer, saving water doesn't just happen when our dams are full," she told 9News.

"We need to be saving water all the time."

9News also sought to find out exactly how much Shane Jacobson was paid for his appearance but that request was rejected.

Sydney Water's information officer explained it would be detrimental to the actor and "may prejudice the commercial, contractual and financial interests" of both parties, which in turn could diminish the competitive commercial value of any future contracts.