Brand turns AI demon into marketing stunt
Social media backlash follows demon skater ad.
Beverage company Liquid Death triggered confusion during the Winter Olympics after airing an AI advert featuring a figure skater who transforms into a red-eyed demon. The commercial appeared on Peacock’s Olympics stream but was not posted online, leaving viewers questioning whether it was real.
The brand later confirmed the advert was intentional and designed to parody fears around AI. According to Liquid Death, the limited run and lack of online acknowledgement were meant to amplify the sense of unease during the Winter Olympics broadcast.
Marketing analysts said that brands are increasingly leaning into AI scepticism to build trust with wary consumers. Campaigns from Equinox and Almond Breeze have similarly contrasted human authenticity with AI-generated content.
Despite the strategy, the Winter Olympics stunt drew criticism on social media, with some users labelling the advert AI slop. The reaction highlights both the risks and rewards for brands experimenting with AI-themed messaging.
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