We’ve posted before about the pluses of “Going Gross” to grab attention with yuck appeal, and here’s a “fresh’ new one right from my Kansas City backyard. This campaign from Water Partners International, based in Kansas City, aims to get clean water flowing to the neediest by convincing you to loosen the nauseating grip on your wallet.

L’Desh Fresh is splashed onto our radar with a slick flash website, just like the pricey premium brands… but we can see there’s something unclear about it’s appeal. (I must admit it took me several passes to “get it” — Bang-L’-Desh…get it?)

And direct from the planet Ikea comes The L’Desh Fresh video, where our spokesmodel manages to take a swig of “the world’s water” while maintaining her composed on-camera professional demeanor.

We imagine her multiple cell phone calls after the shoot: “Well sure I’m, like, DYING to be a model-slash-actress, but, GAG ME, really! I mean I am SO NOT JOKING, I’m honestly gagging RIGHT NOW! Did Heidi Klum have to do this? I don’t THINK so!”

So here are a load of related links: Water Partners International on Facebook, L’Desh Fresh on Wikipedia, An article on L’Desh Fresh from KC alt weekly The Pitch, L’Desh Fresh on MySpace, Water Partners International on Twitter, and Kansas City Ad Agency Sullivan, Higdon & Sink. Whew, that should ’bout cover the social mediasphere.

Or just skip all that and pony up a donation here, while you gag and ponder the millions worldwide who actually drink similar stuff every day with a straight face.

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