Liquid Death’s seemingly endless array for absurd (not certainly not dumb) ideas to promote its products drops a man off a mountain cliff in a quest to find sparkling mountain water straight from the source. Of course, the better option is that “Liquid Death sources Liquid Death Mountain Water from incredibly dangerous mountain ranges and bring it into the safety of civilization so you don’t have to.” But to make sure the US notes that, the man lands in poison ivy, gets his broken leg stuck and has to bite it off, gets caught in snow and has to use his fingers as firewood, has to let possums eat his arm off to stay in their cave and last of all falls into a rabid bear pit…

The brand has always been about ultimate outrageousness to attract attention (OK, there has been a short trip or two into tameness). And that has collected many fans in the drinks market, a market saturated with noisy brands – some with a lot of money to make their voices loud.

This commercial joins three others in just over a month – Liquid Death answered the great American Dream by flowing from the taps in new Taylor Morrison homes; created sunglasses for corpses with Pit Viper to shield your eyes from the blinding glare of the hereafter; and launched iced tea that tastes like strawberry pop tarts, because pop tarts dunked in tea is heaven.

There have also been these: