In an effort to shed light on the urgent issue of plastic pollution, Liquid Death, a water brand known for its environmentally friendly packaging in recyclable aluminum cans, has launched a thought-provoking ad campaign.
The Shocking Reality: Only 5% of Plastic Gets Recycled, Greenpeace Report Reveals
The centerpiece of this campaign is a satirical advertisement featuring renowned comedian, actress, and podcaster Whitney Cummings.
The ad spot stars Cummings as the fictional resident plastic surgeon at the Liquid Death Recycled Plastic Surgery Center. With a creative twist, the surgeon tackles the problem of plastic waste in oceans and beaches by implanting plastic garbage into her patients.
The patients proudly display their unique enhancements while enjoying the sun, producing distinctive crinkling sounds with every move. Collaborating with creative agency Party Land, Liquid Death created this engaging film to raise awareness about the plastic pollution crisis.
The campaign aims to expose the harsh reality that only a mere 5% of plastic actually gets recycled, as confirmed by a Greenpeace report from 2022. As a result, plastic waste continues to accumulate in our oceans at an alarming rate. According to marine conservationists at the Plastic Soup Foundation, if we don’t take immediate action, oceans are projected to contain more plastic than fish by 2050.
Oceans vs. Plastic: Are We Heading Towards a Crisis by 2050?
Andy Pearson, Liquid Death’s Vice President of Creative, emphasized the myth of plastic recycling in a LinkedIn post, stating that environmental economists suggest it is more efficient to discard plastic in landfills rather than attempting to recycle it.
The campaign seeks to offer an alternative solution to this crisis. By presenting an absurd and dark scenario, Liquid Death aims to generate laughter while simultaneously educating the audience. The hope is that individuals will be more mindful of their choices, considering the option of infinitely recyclable aluminum cans over single-use plastic bottles.
As part of the campaign, Liquid Death is also releasing a limited-edition ‘Recycled Plastic Surgery Center’ branded crewneck, available exclusively on LiquidDeath.com for $52.
This initiative aligns with Liquid Death’s ongoing #DeathtoPlastic movement, which donates a portion of its sales to the Thirst Project, a non-profit organization providing safe drinking water to at-risk communities, as well as 5 Gyres, an organization dedicated to cleaning plastic garbage from oceans.
By leveraging satire and humor, Liquid Death’s ad campaign serves as a wake-up call to the pressing issue of plastic pollution. With an eye-catching approach, the brand strives to engage, educate, and encourage individuals to make more sustainable choices for the future of our planet.