Calling your canned water brand Liquid Death means you’re probably going to pretty daring with your marketing, hence the brand’s latest campaign that stars none other than adult movie industry veteran, Cherie DeVille.
For those unfamiliar with DeVille’s work, the 43-year-old initially worked as a physiotherapist before switching to the adult entertainment industry in 2011. A critic at the time noted her “debut video was average” but was “appreciated by the audience”. She’s gone onto star in “hundreds of movies” and is now affectionally known as “The Internet’s Stepmom” (hopefully B&T doesn’t need to explain the reference!)
In the new spot for the canned water brand, Cherie DeVille delivers plenty of double entendres (most of which get beeped out), but more importantly a positive environmental message about the benefits of Liquid Death’s non-plastic packaging as the actress declares, “Don’t fuck the planet.”
The spot was written, directed and filmed by DeVille’s adult movie colleagues and even stars other apparent notables from the industry – Joanna Angel plays the cinematographer and Mike Quasar the director.
Explaining his decision to go the raunchy route for the new work, Liquid Death CEO Mike Cessario, said: “The stats for adult entertainment sites really speak for themselves—22 percent of the world’s population goes to one of five porn sites every month. That’s 17 Super Bowls every month.”
Cessario added: “Instead of guilting or mindlessly preaching to people, we make health and sustainability fun and irreverent. We wanted to highlight the breadth of an issue by bringing in spokespeople you wouldn’t typically associate with an eco-related message. The real taboo here should be single-use plastics.”
Check out the fun spot below:
