Liquid Death just dropped another Super Bowl marketing masterpiece. Best ad of the year?

Liquid Death is no stranger to bold, attention-grabbing marketing. Known for their larger-than-life campaigns that blend humor, rebellion, and creativity, the brand has built a cult following by making water anything but boring.

At the helm of this disruptive strategy is CEO Mike Cessario , a former creative director who has transformed Liquid Death into a cultural phenomenon. Their Super Bowl 2025 ad was no exception—once again proving that creativity beats convention when it comes to making a lasting impact.

Why did the commercial work so well?

1. It was a clever parody on traditional beer commercials

The ad opens with scenes of professionals—airline pilots, surgeons, bus drivers, and judges—enjoying a drink during work hours. At first glance, it appears they’re indulging in alcoholic beverages, a scenario that would raise eyebrows. However, the twist reveals they’re actually drinking Liquid Death’s mountain water and iced tea, emphasizing that it’s perfectly acceptable to “drink on the job” when the beverage is non-alcoholic.

2. It balanced edginess with mainstream appeal

Known for its provocative marketing, Liquid Death toned down its usual shock tactics for this mainstream audience without losing its signature edge. The ad’s playful approach to workplace drinking norms, combined with its parody of ’90s beer commercials, struck a chord with viewers. As noted by ADWEEK , the commercial “borrows liberally from ’90s-style beer commercials, complete with a bombastic, repetitive jingle.

Overall, the commercial was well-received, standing out among the Super Bowl’s lineup of celebrity-filled and high-concept ads. Its clever concept and execution garnered attention, reinforcing Liquid Death’s reputation for innovative marketing.

Book Founder Mike Cessario to speak

VaynerSpeakers Exclusive Client Mike Cessario, CEO and founder of Liquid Death, has redefined marketing by turning a simple canned water brand into a billion-dollar cultural movement. His expertise in disruptive marketing, audience engagement, and brand scaling makes him a must-book keynote speaker for businesses looking to break through the noise.

Contact us today to book Mike Cessario for your next event.