Liquid Death is determined to reshape how we drink:
In the brand’s new commercial, primary school-age kids party hard while binge drinking from cans. The host’s mum too. And she is pregnant. As a viewer, you’re probably horrified. That is, without question, the brand’s intention. Judas Priest’s metal hit, Breaking The Law, underscores the mayhem. However, that sense of outrage is because you didn’t pay attention to the detail, until a title told you to. Go back and look at the cans shown in the commercial. “Drinking water” is clearly visible in the later close-ups before the reveal.
The provocative spot went to air on Super Bowl Sunday and will continue to run on US TV for a few more weeks, supported in digital; and social. it has appeared in twenty-three major US cities including New York, Chicago, Los Angeles, Philadelphia and Dallas. Clearly, it was meant to catch social media attention. And it has, becoming a trending topic on Twitter during the Super Bowl and amassing nearly 650,000 views and 2,400 Likes in a week, just on its own YouTube upload.
Mmmjoemele (Joe Mele) did his very best on TikTok to help the brand win fame; 6.4 million views. A very clever move, Liquid Death.
@mmmjoemele How did y’all come up with this 😂 @Liquid Death #liquiddeath #igotpaid ♬ original sound – Joe Mele
The commercial wasn’t Liquid death’s only controversial foray into Super Bowl week. It also did this:
The witch was unable to change the Super Bowl outcome. Liquid Death lost its US$50k bet.
Credits:
Created in-house at Liquid Death
Co-Founder and Chief Executive Officer: Mike Cessario
Vice President of Creative: Andy Pearson
Vice President of Marketing: Greg Fass
Producer: Kristin Childers
Production: Fox Den
Director: Rich Downie
