Liquid Death advert 2023 featuring pro basketball star Jalen Green is audacious. The 60-second video ad has Green playing basketball with a group of kids using a decapitated head as the ball. Liquid Death, a non-alcoholic beverage company, is known for its bold and unconventional marketing. This latest campaign, promoting the brand’s and Green’s partnership, is no exception.
The ad grabs the audience’s attention from the get-go, with its shock value and the involvement of a high-profile NBA player. Jalen Green is the brand’s first NBA ambassador and investor, joining other athletes like skateboarder Tony Hawk and NFL players Cameron Heyward and Austin Ekeler.
In line with its offbeat marketing style, Liquid Death sells a limited-edition basketball, dubbed the “Liquid Death Hoop Head,” for $125. The ball, designed by Will Carsola, the creator of Adult Swim’s “Mr. Pickles,” is supposed to make players feel like they’re playing basketball with an actual severed head. This unconventional product offering aligns with the brand’s ethos of pushing the envelope.
PROS
- Attention-grabbing: Liquid Death’s unconventional ad featuring Jalen Green using a decapitated head as a basketball is bound to capture viewers’ attention and generate buzz around the brand.
- High-profile endorsements: With ambassadors like Jalen Green, Tony Hawk, Cameron Heyward, and Austin Ekeler, the brand benefits from the support of well-known athletes, lending credibility and appeal to its products.
- Environmental focus: Liquid Death’s use of aluminum cans, easier and cheaper to recycle than plastic water bottles, demonstrates the company’s commitment to sustainability and environmental responsibility.
- Unforgettable Marketing: The unusual marketing campaigns, such as the Time-Waster 5000 and the limited-edition products, make Liquid Death memorable and help the brand stand out in a crowded market.
CONS
- Controversial imagery: Using a severed head in the ad may offend or disturb some viewers, potentially leading to a backlash against the brand or the athletes involved.
- Overshadowing product benefits: The focus on bizarre and unconventional marketing may overshadow the product’s actual benefits, such as its taste and environmental impact.
- Limited appeal: The ad’s edgy and dark humor may not resonate with a broad audience, limiting its potential reach and alienating some customers.
Liquid Death’s website features a dedicated page called the Time-Waster 5000, where the company posts its bizarre videos, allowing customers to “watch every dumb thing we’ve ever made.” One such video shows Tony Hawk getting his blood drawn for use in the design of limited-edition Liquid Death skateboards – a testament to the brand’s commitment to unusual marketing tactics.
Founded in 2019, Liquid Death is known for its tall aluminum cans of “mountain water.” The company claims aluminum is easier and cheaper to recycle than plastic water bottles.
CREDITS
Co-Founder/CEO: Mike Cessario
SVP of Marketing: Dan Murphy
SVP of Digital Retail: Hamid Saify
VP of Creative: Andy Pearson
VP of Marketing: Greg Fass
VP of Design: Franke Dresmé
VP of Cultwear: Misha Brunelli
Creative Director: Will Carsola
Associate Creative Director: Stu Golley
Senior Brand Manager: Tia Sherwood
Senior Nihilist: Brendan Kelly
Apparel Production & Sourcing Manager: Sean Snirk
Director: Daniel Stessen
Executive Producer: Johnny Eastlund
Senior Producer: Tatianna Rodriguez
Production Coordinator: Emily Draznik, Tanner Blount
Director of Photography: Mårten Tedin
Still Photographer: Arturo Almos
Gaffer: Josh Arriazola
Key Grip: Cesar Quintanilla
Wardrobe Stylist: Stefania Maso
SFX MUAs: Manny Lemus, Casey Jay Wong, Dahlia Carmichael
Location Manager: Chris Lacher