This Super Bowl :30 for Liquid Death shows folks drinking on the job. They’re having a grand time chugging cans of Liquid Death while a 1990s-style beer commercial jingle plays.
Among the two-fisted drinkers’ are a surgeon, a football ref and a bus driver. But not to fear–ultimately Liquid Death is “Safe For Work” (the title of the spot) since the beverage is just water and iced tea.
The spot was created in-house by Liquid Death and its production arm, Death Machine. “Safe For Work” was directed by Mike Bernstein of production company Superprime.
Credits
Client Liquid Death Agency Liquid Death in-house Mike Cessario, co-founder/CEO; Dan Murphy, SVP of marketing; Andy Pearson, VP of creative; Greg Fass, VP of marketing; Frank Dresme, VP of design; Will Carsola, creative director; Stu Golley, associate creative director; Brendan Kelly, sr. nihilist; Nick Keating, art director of merch.; Kellen Breen, sr. graphic designer; Michael Vickers, designer; Lia Alberti, sr. director of marketing operations; Tia Sherwood, sr. brand manager; Scott Bizjack, sr. digital experience manager. Production Death Machine (Liquid Death’s production arm) Johnny Eastlund, exec producer. Production Superprime Mike Bernstein, director; Andrew Wheeler, DP; Alec Constantible, production designer; Matt Sanders, exec producer; Zoe Andrikidis, line producer; Cookie Walukas, sr. producer; Fia Oruene, production manager; Rylee Brown, production coordinator. Casting Tim Harrington, casting director. Color & Finishing Company 3 VFX Flawless Post Music Butter Audio Mix Audiomancy & Lime Studios. Product Footage MacGuffin Films. Editorial Tyler Beasley, editor.
Rappers Khuli Chana, Blxckie and 25K team up with Patriot Films director Sam Coleman, who is repped by Ridley Scott Associates (RSA) stateside, to celebrate the power of inspiration for KFC Streetwise and Ogilvy Johannesburg.
Every groundbreaking artist has a story, a moment of inspiration that drives their next wave of creativity. But this doesn’t happen in isolation--original needs to feed original. “There’s a wealth of creative energy bubbling up in the youth of South Africa,” said Coleman. “Everyone is out to try and make a dent in the creative landscape. Inspiration is everywhere you look and all a creative person needs is that spark to go to the next level.”
This 90-second spot features a stellar cast of South African artists riffing off each other, and while KFC Streetwise has long been a mainstay of the country’s youth culture, an authentic approach was critical. Ogilvy turned to Coleman whose experience includes fashion and street culture.
Notable South African creators who appear in the commercial film include Kind Kid toymaker Sanele Qwabe, “Nail Pimp” Nailed Ntswembu, the Island Gals skaters, fashion designer Ruberto Scholtz, visual director Rowan Sakarombe, custom car pimper Ofentse Mphatsoe and metal band Botswana Metalheads. The transitions from one innovator to another were important considerations for Coleman. He explained, “You’re really talking about a ripple effect and how one idea sparks another, so I wanted to create seamless uninterrupted progressions that would evoke that feeling of inspiration and flow.”
KFC’s chief marketing officer Grant Macpherson said, “From a brand perspective, I want to work with directors who have a strong, passionate point of view – someone who brings bold... Read More
