LOS ANGELES — Canned water brand Liquid Death will begin rolling out its "Don't F*** the Planet" promo campaign today, taking a cheeky approach to the dangers of single-use plastic with a PSA starring Cherie DeVille under the direction of Joanna Angel.
The spot, which debuts this morning, also features adult industry vets such as Mike Quasar.
A rep noted Liquid Death is a fast-growing canned water brand focused on health and sustainability that has partnered recently with such adult stars as Chloe Cherry, Lisa Ann and Angel herself, among others.
Angel also serves as New York Lifestyle Marketing Representative at Liquid Death.
"The 'Don't F*** the Planet' campaign really gave me the opportunity and freedom to tap into some of my creative skills as a director," she told XBIZ. "This might not come as much of a surprise to anyone who follows the brand, but Liquid Death was completely on board with me bringing on my usual production team — a group of adult industry veterans — to oversee the shoot and make sure we kept the campaign as authentic as possible."
"We're excited to do something new and share our talents with new and familiar audiences," she added.
The spot starring DeVille will be featured across the company's social media channels and connected TV platforms
"Plastic pollution is an issue that affects every single person on Earth, no matter who you are," the rep said. "The only way to stop plastic pollution is to get everyone to move away from single use plastics to more sustainable choices. To get the message out, Liquid Death needed someone everyone would recognize to send that message: the 'internet’s stepmom,' Cherie DeVille."
Additionally, as part of the #DeathToPlastic initiative, Liquid Death will donate a portion of its proceeds to charitable causes and nonprofits that are providing safe drinking water to communities around the world where it is not immediately available and cleaning up plastic garbage out of the ocean.
Click here to view the spot on YouTube and follow Liquid Death, Joanna Angel and Cherie DeVille on Twitter.
Mike Cessario is the co-founder and CEO of Liquid Death. Andy Pearson is VP of creative and Greg Fass is VP of marketing. Executive producers of the "Don't F*** the Planet" campaign are Angel and Johnny Eastland. The company's director of visual propaganda is Alex Lang; senior brand campaign manager is Tia Sherwood.
