US Ad of the Day: Blink-182’s Travis Barker touts Liquid Death’s ‘Enema of the state’ kit
In a new Liquid Death ad, pop-punk royalty Travis Barker claims an enema kit named after Blink-182’s seminal 1999 album is the reason for his success in the music industry.
Liquid Death’s latest campaign will most likely have Blink-182 fans reprising the infamous lyrics: “Say it ain’t so.“
That’s because the mountain water brand known for its unorthodox marketing is back at it today with a new ad starring a nude but censored Blink-182 drummer Travis Barker, who in the ad peddles the Enema of the State Collectible Enema Kit (cleverly named after Blink-182’s 1999 album Enema of the State).
In the spot, Barker addresses viewers: “How did I marry the woman of my dreams? How have I had such a successful career in music? I use Liquid Death Mountain Water – in my ass.”
Then, the ad cuts to other testimonials from people who have used the enema to become “as successful as Travis Barker“; for example, there’s a housewife who now fronts a death metal band called Festering Corpse Puke, and Hannibal Lecter, who used the kit to “eat people far less often,“ among others.
“This campaign was actually hard for us to crack because Travis is such an illustrious human being,” says Liquid Death’s vice-president of creative, Andy Pearson. “He’s probably the most famous drummer in the world, an incredible producer and collaborator who spans genres, and now a part of American royalty.”
The kit, available in limited quantities at http://liquiddeath.com/enema for $182, includes an enema bulb and a can of Liquid Death hand-signed by the pop-punk icon himself.
Liquid Death worked with creative agency Humanaut on the campaign. ”When Humanaut brought us the idea for the enema kit, it was so dumb, we knew we had to do it. (‘Dumb’ is good to us.),” adds Pearson.
”Beyond the initial enema joke, we realized we could also use it as a vehicle to essentially take credit for all his success across his entire career. And then beyond that, it felt like a satirical commentary on influencer ad culture selling us products all over our feeds. So we liked that it could be both high- and low-brow. And it doesn’t get more low-brow than an enema joke. Which is why we love Travis and Blink in the first place.”
The campaign, which goes live today across social and digital channels, comes just days after Blink-182 replaced Frank Ocean’s headliner spot at music festival Coachella.