Football Waterboys and Gals Compete for $100K Liquid Death Endorsement
Liquid Death isn't known for its dry, sophisticated humor. The canned water brand prefers to pour on the silly, sophomoric comedy instead. Examples range from skateboards painted with Tony Hawk's blood to this profane faux-workout video and the most nauseating taste test ever.
In its latest stunt—not as wild as some, but still awash with amusement—Liquid Death floods the zone with "hydration assistants" (aka training staffers) from NFL and college football teams. Yes, we're talking waterboys and watergals, those unsung heroes who provide the very essence of life to parched players struggling for tackles, touchdowns and such.
Below, 10 hydration assistants compete in wet and wacky competitions, with a $100,000 "endorsement deal" at stake, while Kyle Brandt of NFL Network's Good Morning Football provides a ceaseless spray of jokey commentary.
At this point, we're oversaturated with fluid wordplay, so just drink in this 10-minute video:
"Endorsements in professional sports have always been centered around the athletes themselves, but there are so many other skilled people involved who are just as dedicated to their craft," says Liquid Death VP of creative Andy Pearson, who led development on the campaign, created by his in-house team.
Liquid Death ultimately signed all 10 hydration assistants to promo deals, but Travis Poulson of the Indianapolis Colts won the $100K, and the brand will market a namesake "Pro Model Performance Towel" in his honor.
What's more, Poulson solos in a 50-second spot that sends up Nike and explains: "Without water, pro athletes would all be dead. And no athletes means no football. And no football means no America."
"Just murder it." Killer tagline.
"Everything we do is focused on entertainment and creating something people will actually want to watch and share," Pearson says. "Entering the sports arena, we wanted to bring people something they'd never seen before. Using athletes has been done a million times. So, we simply asked ourselves, 'OK, what else can we do?' "
Let's raise one of those infinitely recyclable aluminum tallboys to Liquid Death's Pro Hydration Assistant Team:
- Sam O'Leary - Los Angeles Chargers
- Parker Carmichael - University of Florida Gators
- Jordyn Hall - University of Pennsylvania Quakers
- VanDyke Jones II - Howard University Bison Football
- Travis Poulson - Indianapolis Colts
- Asia Lamkin - Jackson State University
- Daveon Lee - Pittsburgh Steelers
- Christian Buchannon - UCLA Bruins
- Gregory Lewish Jr. - Morehouse College Maroon Tigers
- Stephen Hale - Los Angeles Rams
Co-Founder/CEO: Mike Cessario
VP of Creative: Andy Pearson
VP of Marketing: Greg Fass
VP of Design: Franke Dresmé
Associate Creative Director: Stu Golley
Senior Designer: Adam Hedman
Senior Campaign Manager: Tia Sherwood
Senior Nihilist: Brendan Kelly
Editor: Tyler Beasley
Executive Producer: Johnny Eastlund
Senior Producer: Tatianna Rodriguez
Director: Johnny Eastlund
First Assistant Director: Danielle Hanson
Camera Operators: Jackson Montemayor, Brian Rovanpera, and John Beatty
Animation: Lincoln Design Co.
Recruiter: Locker Room Agency