Liquid Death and Dr. Squatch Debut 'Soap for Psychos'

In a scene that’s played out a zillion times in the long history of soap commercials, a half-naked male model lathers up in a mildly suggestive but still safe-for-work product demo.

But what if the well-worn trope got a sinister tweak, and the shredded man in the shower was a serial killer trying to erase the evidence of his crimes?

Only Liquid Death would think to ask—and answer—that question. 

The canned water brand, well-known over-the-top marketing from its in-house creative team, drops a video today with exactly that scenario, featuring a bloody hatchet, a hockey mask, a swole dude, and a cheesy jingle.