Liquid Death and porn star Cherie DeVille say ‘Don’t fuck the planet’
Consumers should choose “infinitely recyclable” aluminum over plastic. This is the message that canned water brand Liquid Death has tapped adult film star Cherie DeVille to deliver in its latest edgy ad efforts.
Very few of humankind’s inventions harm the planet like plastic. That’s why canned water brand Liquid Death produced a new ad, starring adult film actress Cherie DeVille, called ‘Don’t f*** the planet.’ The (SFW) ad seeks to position the brand as a supporter of the adult film industry and advertise its use of recyclable aluminum, as opposed to single-use plastic – the preferred mode of delivery for major bottled water companies.
The new ad opens with Deville – who has been called ‘stepmom to the internet’ because of her... well, use your imagination – telling viewers that even though she likes her job (her detailed description of which is bleeped out), she decidedly does not like polluting the planet with single-use plastics.
“This aluminum can,” she says, pointing to a can of Liquid Death, “is infinitely recyclable, but plastic bottles are not. Why? Because recycling plastic isn’t profitable. Most just end up in our landfills and oceans.”
At that point, she walks on to a film set. Film editor Mike Quasar, whom Liquid Death describes as an “industry legend,” leans over from behind his camera to tell her that her “stepson is ready.” Duty calls. Before walking off-camera, she tells the viewers: “So join me and Liquid Death in our mission to bring death to plastic. Come on. Don’t f*** the planet.”
The new spot was directed by adult film star Joanna Angel, who also holds the title of New York City lifestyle marketing representative at Liquid Death. "I've worked on some pretty unique and exciting projects over the years but this was my first time directing something outside of porn," Angel said in a statement. "This was also a first for a few of my production and crew members, who were also a big part of the reason why the spot feels so authentic and real. They are some of the most talented people I know, and I was so excited that we all got the chance to work together with Liquid Death."
Liquid Death is no stranger to risky marketing. Past efforts have included selling skateboards covered in Tony Hawk’s blood, merchandizing the product in coffins and sending a witch to the Super Bowl to put a hex on the Los Angeles Rams.
This latest ad – which arrives shortly before Earth Day (April 22) – is the latest in a string of campaigns that Liquid Death has launched in collaboration with adult film stars. “A believer that sex work is work, Liquid Death has a track record of supporting and partnering with adult film stars like Chloe Cherry (Euphoria), Lisa Ann, Joanna Angel and many more,” the company said in a statement. The new TV spot begins airing on April 13.