“IT NEEDS to be not porn music.” Mike Cessario, co- founder and CEO of Liquid Death, shakes his head as a boom-chicka-wah-wah clip plays from a laptop’s speakers, takes a seat at a long table, and explains that his canned water brand’s new commercial spot needs a wholesome soundtrack to pair with its spokesperson, a XXX-rated celebrity.
Andy Pearson, Liquid Death’s vice president for creative, nods in agreement and hits play: “Hi, I’m Cherie DeVille, adult film star,” the actress says to the camera. “And when I want to murder my thirst, I reach for a can of Liquid Death Mountain Water. Because even though I’m into getting my [bleep bleep bleep bleep bleep bleep bleep], one thing I’m not into is single-use plastics.” Moments later, the spot ends with DeVille censored again: “So join me and Liquid Death, and our mission to bring death to plastic. Come on, don’t [bleep] the planet.”
“It’s a good start,” Cessario says of the rough cut. “I think it’s super close.”
Cessario, a 40-year-old…
This article was written by Alex Bhattacharji and originally published on www.inc.com