Ah, beer. Beverage of the working man. Reward for a hard day’s work. Liquid Death parodies beer ad clichés – with a characteristically provocative twist – in its new campaign. In another layer for the campaign, it ties into the Netflix action drama, Rebel Moon—Part One: A Child of Fire and prefaces its sequel, Rebel Moon—Part Two: The Scargiver, launching on April 19. The campaign was created in-house and directed by Eli Snyder, Rebel Moon second-unit director and son of filmmaker, Zack Snyder.
The commercial’s footage is original, but it used crew members, scenery, props and costumes from Rebel Moon, as well as several of its actors. “Leveraging the real environments used in the film allowed us to maximize the irony of Imperium soldiers celebrating a ‘hard day’s work’ with an ice cold can of Liquid Death,” stated Snyder.
It’s not the first time Liquid Death has attached itself to a film. In 2021, in a tie-in with Zack Snyder’s horror-film, Army of the Dead, on Netflix, the brand launched a 30-minute zombie-themed infomercial and produced the koozie – a real product for sale at US$29.99) and a bizarre headgear made of Liquid Death cans that the brand claimed would repel freshly-risen corpses looking to bust apart your cranium and devour what’s inside.
Credits
Client & Creative: Liquid Death
Co-Founder & CEO: Mike Cessario
SVP of Marketing: Dan Murphy
VP of Creative: Andy Pearson
VP of Marketing: Greg Fass
VP of Design: Frank Dresmé
Creative Director: Will Carsola
Associate Creative Director: Stu Golley
Senior Brand Manager: Tia Sherwood
Senior Social Media Manager: Rachael Mumford
Senior Nihilist: Brendan Kelly
Senior Graphic Designer: Kellen Breen
Video Editor: Tyler Beasley
Director: Eli Snyder
Executive Producer (Liquid Death): Johnny Eastlund
Executive Producers (Believe): Liz Silver & Vitaly Koshman
Senior Producers: Tatianna Rodriguez & Cookie Walukas
Production Coordinator: Rylee Brown
Line Producer: Lindsay Feldman
Production Coordinator: Shane Palmer
Director of Photography: Jac Fitzgerald
Production Designer: Henry Arce
