Death Wish Coffee has created the world’s first anonymous NIL in a fiendishly clever carpe diem by Mojo Supermarket.
You see, the NCAA, the top level college football division in the US, has decreed that more than three cups of Death Wish Coffee are performance enhancing before athletic competition. Death Wish’s coffee, now to be known as Performance Enhancing Coffee, is the strongest in the world. 500 milligrams of caffeine (3+ cups of Death Wish) two or three hours before a competition is ruled to give an athlete an unfair advantage.
“But just like coffee is meant to be chugged, rules are meant to be… challenged. So, we decided to sponsor some of the boldest college football players out there. To protect them (and the liquid leg-up they may or may not be receiving), we’re keeping our sponsorship anonymous,” the company states on its website.
Performance Enhancing Coffee is the first campaign in the brand’s larger brand platform, Live With a Death Wish.
“While we’re sure you were amazing on your high school (insert sport we don’t care about) team, unlike these guys, you don’t have to worry about getting caught with too much coffee in your system. And who doesn’t want a leg up in life? We’re all about fair shots, but it’s time for a mug-full of unfair advantage. We hope you enjoy yours,” the company noted.
The campaign covers hero film, digital and social assets and features 3 sponsored football players from Ohio State, University of Michigan, and Penn State – with blurred names, images, and likeness. The film features athletes overachieving both on and off the field. From solving complicated math problems to playing the violin to effortlessly scoring a touchdown, all while drinking a cup of Death Wish Coffee – in anonymity. The comedic film was directed by directing duo, MAMA.
Anonymous Athlete , stated, “I play football. I know what it means to take risks. But let’s be real, nothing is riskier than messing with the NCAA. But if anyone can pull off a stunt like this it’s gonna be Death Wish. They’re bold af for this one.”
Anonymous Athlete 2, added, “I’ll be honest. I hadn’t tried Death Wish Coffee before this. But with this bold move, I had to see what it’s all about. And man, I get it. This stuff is delicious and gives me the boost I need in my day. But not too much of course *wink wink*.”
Credits
Creative Agency: Mojo Supermarket
Production Company: PF100
Director: MAMA
Executive Producer: Malcolm Wax
Producer: Justin Oberman
1st AD: David Herrera
Director Of Photography: Bryant Jensen
Production Designer: Ben Ralston
Gaffer: Tony Jou
Grip: Aaron Burton
Post Production & VFX: Assembly
Music & Sound: Gramercy Park Studios
