The 60-second spot’s young stars manifest their goth hero, Glothar, who shows up in their Anytown U.S.A. bedroom, introduces them to Corpse Paint and tutors them on applying it to achieve just the right amount of hair-raising glamour.
“Murder your eyes, lips and face like your favorite celebrity,” says the upbeat narrator. “Now you can look as dark on the outside as you are on the inside.”
Glothar, along with being a credible teacher and a whiz at beauty products, has history with one of the girl’s moms, but no spoilers here on the ad’s surprise ending.
Both partners pointed to the ongoing strength of the horror genre in movies and other entertainment as encouragement for putting death metal at the center of the campaign’s creative.
“We think people are going to be excited to see goth codes and cues brought into a mainstream beauty brand,” Marchisotto said. “People have a breadth of interests, and they can’t be put into a box by age or psychographic—Liquid Death has always done a tremendous job of spinning that notion on its head.”
As for the timing of the stunt—close to Easter and nowhere near Halloween or any other spine-tingling event in the pop culture consciousness—Marchisotto said the teams intentionally chose “a random day in March” rather than a spooky season date because “that would’ve been expected.”
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