Plastic is destroying our environment. According to The Ocean Conservancy, scientists estimate that more than 11 million metric tons of plastic is entering our ocean every year. If we don’t act now, there could be a pound of plastic for every three pounds of fish in the ocean within the next decade. Bold advertiser, Liquid Death, is now bringing this harm to our attention with a new spokeswoman.
Cherie DeVille. Yes, that Cherie DeVille star of such classics as Blondes, Birds and Bees, Filthy Moms 8 and Pure Taboo.
Yes, Cherie DeVille, the adult performer.
The campaign, called “Don’t f*** the planet” seeks to differentiate it from other water companies, that use plastic as their delivery method.
Directed by Joanna Angel, Liquid Death’s lifestyle marketing representative and adult film star, the spot opens with Deville breaking the fourth wall, telling viewers that even though she likes her job she decidedly doesn’t like what plastic is doing to the planet.
“This aluminum can,” she begins, 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 onto a film set. Film editor Mike Quasar tells Cherie, who refers to herself as “Stepmom of the Internet,” that “stepson is ready.” Before she gets to work, she turns to the camera and says, “So join me and Liquid Death in our mission to bring death to plastic. Come on. Don’t f*** the planet.” Watch below:
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“Plastic is not technically recyclable anymore because it is no longer profitable to recycle. Most recycling facilities simply send plastic to landfills because they would go out of business trying to recycle it. Environmental economists now say it is actually better for the planet to simply throw your plastic in the trash so that it requires less trucking to get it to the landfill. Sad stuff,” the mountain water brand says on its website.
Being risky or risque is nothing new to Liquid Death. Past creative has included product in coffins, skateboards with Tony Hawk’s blood and a witch at the Super Bowl. Other adult stars who have teamed with the brand include Lisa Ann, Joanna Angel and Chloe Cherry.
The spot is currently airing just in time to pair with Earth Day which on April 22.
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Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1
