Liquid Death's Killer Baby Namer sets up your unborn child for success

The heavy metal-themed water brand is also promising supplies to people who actually use it

Published On
Sep 08, 2020

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If you ever longed to give your unborn child a heavy metal-themed name, now's your chance. 

The latest campaign from Liquid Death, the water brand whose differentiation point is a Heavy Metal aesthetic and tagline of “Murder Your Thirst,” centers on a baby-naming microsite, in which you can plug in the gender and last name of your unborn child, together with your desired career for them, and generate their Heavy Metal name.

This will apparently set them up for career success, as illustrated in a humorous film created by agency Humanaut, promoting the idea. We see an array of babies sporting Kiss-style makeup who grow up to become successful with names like "Deathany Killface" and "Zorglom the Destroyer," because, as the video explains, "nobody f***s with these babies." We're also treated to some grown up versions of these babies, including one woman called Hagis Murderhornet killing it on a conference call (which must be the definition of peak "career success" in these pandemic-ridden days.)

“We thought it’d be funny if customers started naming their babies epic metal names," explains Humanaut co-founder and chief creative director David Littlejohn of the idea. To create the tongue-in-cheek effort, the agency "took strategic cues from soda and fast food companies that use clever tactics to attract kids when they’re young and impressionable."

The film ends with the message that if parents name their baby after a Liquid Death-approved name and submit a legitimate birth certificate to the company as proof, they will receive a supply of Liquid Death until that baby’s 18th birthday. We'll be following up to ask whether anyone actually does this. 



Sep 08, 2020
Client :
Liquid Death
Agency :
Chief Creative Director :
David Littlejohn
Chief Strategy Officer :
Andrew Clark
Associate Creative Director :
Bethany Maxfield
Executive Producer :
Dan Jacobs
Executive Producer :
Tommy Wilson
Creative Producer :
Jes Shipley
Brand Producer :
Marco Wade
Associate Producer :
Thomas Stroud
Production Coordinator :
Rosie Graber
Senior Art Director :
Carrie Warren
Copywriter :
Emily DeMario
Copywriter :
Steven Preisman
Copywriter :
Steve Maloy
Copywriter :
Jeff Greenspan
Copywriter :
Kt McVeigh
Designer :
Coleson Amon
Creative Coordinator :
Rachel Bohanon
Production Company :
Director :
Dan Jacobs
Producer :
Tommy Wilson
Director of Photography :
Victor Tyler
Production Designer :
Carrie Warren
Editor :
D’arce Peter
Special Effects :
Outpost Pictures
Color :
Annie Huntington
Audio Mix :
Daniel Cooper

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Project Type