Liquid Death, the beverage brand known for its edgy marketing, has once again pushed boundaries with its latest campaign. This time, they’ve enlisted “1/10th of Tony Hawk“—specifically, a talking animatronic version of the skateboarding legend’s head—to promote their new line of flavored sparkling waters that boast 90% less sugar than leading sodas.
The commercial features this disembodied, yet surprisingly articulate, Tony Hawk head extolling the virtues of Liquid Death’s low-sugar offerings. It’s a continuation of the brand’s penchant for shock value, previously demonstrated when they infused skateboards with Hawk’s actual blood.
While the campaign is undeniably attention-grabbing, it raises questions about the lengths to which brands will go to stand out in a crowded market. Liquid Death’s approach blurs the line between innovative marketing and mere spectacle.
For those intrigued by the campaign, there’s a sweepstakes offering a chance to win an autographed “headshot” of 1/10th of Tony Hawk. Entries are open until May 27, 2025.
