Liquid Death's New Spot Stars 'The Boys' Chace Crawford

Liquid Death, one of America's most eccentric beverage brands, is back with another exciting campaign, this time, in collaboration with Amazon Prime Video's hit series, "The Boys."

The Deep, played by Chace Crawford, stars in a 72-second spot where he educates students on the dangers of too much sugar in sodas. 

As Liquid Death's Health & Wellness Ambassador, the member of the "Seven" tells the classroom that he, just like a lot of people, used to be brainwashed by soda, until he found out that it was just "a bunch of sugar and water."

The Deep then hands a glass full of sugar to a student and asks him to drink it, with the boy spitting it out right after. 

"See? Who would give that to a child," the superhero says. 

Reckon the only thing @liquiddeath regrets more than their first video with The Deep is this new one right here. pic.twitter.com/Z44L0dohZ9

— THE BOYS (@TheBoysTV) June 11, 2024

He then brings out a can of Liquid Death to discuss its entire line of flavored sparkling water.

Unlike traditional sodas, the drinks contain only 20 calories and 4 grams of sugar from real agave. 

"Four grams is way less than whatever the hell this kid is drinking," he comically adds as the boy continues to cough. 

Doubling down on the cons of sugary drinks, the Deep then proclaims that too much sugar can cause erectile dysfunction.

When a student asks him what erectile dysfunction is, he claims to have no idea, before winking at the camera. 

"So basically sugar is the new drinking, if you're gonna drink a ton of sugar, might as well smoke a ton of cigarettes too," Crawford tells the audience as he lights a stick in front of the class. 

The spot ends with him touting Liquid Death sparkling water while the whole room starts coughing. 

Leaning Into Dark Comedy

The latest marketing initiative from the brand builds on the anticipation for the new season of Prime's hit series, which officially airs on its streaming service on June 13. 

While definitely satirical in nature (much like the show), the commercial poses the potential of backlash, with Crawford lighting a cigarette in a room full of students. 

Of course, the brand addressed this in Liquid-Death fashion.

Thank you for bringing this to our attention. Effective immediately, we have now terminated our relationship with The Deep for good. The Deep’s team at @voughtintl recently convinced us to give him a second chance as a health and wellness ambassador for the brand. However, he…

— Liquid Death (@LiquidDeath) June 11, 2024

"He wanted to make things right and approached our team to help with something he knows a lot about, health," the company wrote in press materials.

"However, we had no idea he'd go this far. Although we're very serious about the dangers of too much sugar in soda, we do not condone his methods of handing out cigarettes to kids or smoking in an enclosed classroom with children present."

The spot follows another "controversial" ad The Deep had done for Liquid Death in 2021.

In its previous ad, the infamous superhero was hailed the "Chief Sustainability Associate" of Liquid Death as he sets ablaze a pile of plastics by the beach.

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Editing by Katherine 'Makkie' Maclang