3 KudoZ points awarded for this answer. Comment: "Thanks a lot, all! I'll leave it as it is, I'll only use Zaphod's suggestion of "Plus", to avoid the repetition of "and" (special thanks, Zaphod!). Alvaro: reasonable remark, since you were only reading the quoted text. The link that you felt was missing is actually there, visually aided by the ad's graphic composition. Anyway, I am inserting a leading element connecting "... something behind it" to "like decades..." playing the role of a visual hyphen. Hint appreciated :) Kevin and Ruth: I see what you mean, but it's a different concept - not illustrative imagery, quite the contrary: it's a "classic" water tap intentionally lacking any association with electronics. The point is in the obvious lack of logic (there's no such thing as a running tap floating in the air) which both attracts attention and puts the message in context. BTW the sky is a desert sky: saturated blue, blinding sun, and a streak of dunes beneath. Hence, the "solution" - running water in the desert, "coming out of the blue". Peter: thank you for the well thought-out version. Using "someone" instead of "something", however, shifts the accent towards the human factor - which, in this specific case, doesn't work with the branding strategy. The informal ring ("just", "got to") is also needed. Else, I see the point in your British-vs.-US English remark, and will remember it. Vixen: thanks for your comment to Mike - you've got that right :) Once again, thanks for your input, everyone!"