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Liquid Death Recruits Porn Stars for a Sustainability-Themed Campaign

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Porn stars against plastic

Cherie DeVille, identified as “stepmom to the internet,” shills for the renegade canned water.Liquid Death

The spot is rife with sexual innuendo—in the form of animated sight gags—but ultimately it slides in under a PG-13 rating, even with its tagline: “Don’t F*** the Planet.”​

DeVille, a physical therapist and activist who once announced a presidential bid with running mate Coolio, was not chosen simply as clickbait, according to Mike Cessario, co-founder and CEO, but the brand admittedly wants to drift off her notoriety.
“Statistically speaking, adult film stars are some of the most famous people on the internet,” he told Adweek. “And since our mission is to bring death to plastic bottles on a mass scale, we need to reach as many people as possible with our message.”
Liquid Death has a history of working with adult film stars including Chloe Cherry, Lisa Ann and Joanna Angel, who directed the “Don’t F*** the Planet” spot and has a cameo in it. The production crew also came from the porn industry.
The cast members “were over the moon to be involved in a fun video that was not porn,” Cessario said. “And we wanted to show that we do not think sex workers are demons because many are amazing professionals that deserve a shot at gigs outside the adult film industry.”
“Don’t F*** the Planet” launches today on digital and social platforms and connected TV.
 

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