“Already Dead” Jake Paul Gets Knocked Out in Promotional Video for New Brand

It’s not just boxing where Jake Paul seems to be making huge strides. The YouTube star turned boxer recently started his personal care brand W, a shorthand for ‘win,’ in an attempt to find a place in the cultural zeitgeist of the last decade. After the sales for his body wash, body spray, and antiperspirant deodorant began exclusively at Walmart on June 12, Paul seems to have gotten knocked out in his latest commercial for it.

On Wednesday, Paul’s W, with the Instagram handle @itscalledw, shared their new promotional video for their products. The caption read, “Last week @jakepaul took an L. Today he comes back stronger than ever for the W. Watch what happened.” In the clip, Paul was in the boxing ring, fighting his opponent. But as he gets knocked out with a right uppercut, he wakes up at the doorstep of “the afterlife.” 

“Hello, Jacob. This is the moment, Jake, where you enter the afterlife!” said the deity who greeted him. Unamused, ‘The Problem Child’ simply said, “Cool,” but the deity didn’t see it that way. Referencing Jake Paul’s appearance—shorts, boxing gloves, and, more importantly, him being “smelly and sweaty”—the voice tells him, “I can’t let you in like that. Most people arrive here in suits. Some people even look hot. You stand before me having done none of that.” The YouTuber-turned-boxer’s response?

“Alright, I am already dead. There’s nothing much I can do about it, God.” Being the marketer he is, Jake Paul used this narrative to advertise W, whose USP is that its products are much cheaper than alternatives, apart from being more effective. When “God” asks him to distribute W’s products (aided by its availability in Walmarts all across the US), Paul comes back to life, knocks out the same opponent who knocked him out, and runs out of the gym with the products.

What’s more is that on June 12, the day W was launched, Paul said the company hopes to expand its product line by August of this year, adding a shampoo, conditioner, face wash, and hair gel. Two weeks later, this advertisement quickly gained traction and received quite some praise, so in a sense, the it turned out to be a W. That said, how did he come up with the name W? In the first promotional video for the brand, ‘The Problem Child’ mentioned, “Throughout my life, the most pivotal moments have been when I took losses.”

Interesting fact: The logo for W has a hidden ‘L’ as a reminder that “losses are only losses if you allow them to be.”

When the actor-turned-YouTuber-turned-boxer made these career jumps, many people undermined him, wanting him to “go back to Disney channel.” However, he used those tough moments—as well as his loss in the boxing ring (he has only one in his professional career, which came against Tommy Fury in 2023)—as motivation to hit back at his critics. “The losses themselves sucked, but where the magic happens is that with every loss is the opportunity to create a new win,” he said. And all this promotion started with one simple question, one about his fight against Mike Tyson.

“Alright, Jake Paul. Do you really think you can beat Mike Tyson?” asked his brother, Logan Paul. Strapped to a lie detector, Jake said, “Yes.” While the detector pointed to him lying, the promotion for the big fight sure made it seem like he was confident. And although many criticized him for setting up the fight, which showed a lack of respect, his recent words pointed to Jake Paul having that in spades.

Originally scheduled for July 20, the Tyson vs. Paul fight has been pushed back to November 15 because ‘Iron Mike’ suffered a stomach ulcer flare-up. As a result, ‘The Problem Child’ will face bare-knuckle boxing champion Mike Perry next month. Discussing the postponed Tyson fight with The New York Post, Paul said, “If Tyson wants it, I’m down. The keys are in his hands. It would be such an honor to step in there with him.”

“Mike Tyson is the one who wanted it to be a professional fight,” he added. “He’s saying he’s fine [despite the problem], he’s saying he’s ready, and all of these things. We’re not Mike Tyson’s dad. We’re not his boss. If Mike Tyson wants the fight, it would be my honor, and I’m down to do it.” As Jake Paul continues to prepare for both fights, he’s also looking forward to growing his brand, W. In fact, he even revealed what inspired him to sell deodorants.

Jake Paul highlights a quick trip to CVS that inspired him

With all the fights over the years, Paul rarely could make time to go shopping—it was a job for his assistant. However, a year ago, Paul took a rare trip to CVS, which inspired him to start his personal care brand, W. In an interview with Fortune, Paul said, “I look in the aisles, and I’m like, ‘How does Axe and Old Spice still have 16 feet of shelf space, and are still like the only products available?’”

“This aisle looks the same from when I was literally eight years old, buying my first Axe body spray,” Paul added. So, trying to bring something new into the market, Paul decided to start the brand with business partner Geoffrey Woo and the company’s CEO, Woodie Hillyard, who has a wealth of experience with the consumer packaged goods industry. That said, Jake seems determined to excel in his venture, as he so quickly did in boxing. But will his products perform as well as he does in the ring? Only time will tell!

What did you think about his advertisement? More importantly, what do you think about his products?