Airheads select those worthy of eating them

Airheads has given up its whole balloon–head thing and launched new oddvertising for Airheads Xtremes (so extreme, they forgot the "E") with the tagline, "Devour the sour." The spots (one below, two more after the jump), by agency Curiosity, are less about devouring and more about a mystic convenience-store ceremony wherein packages of Airheads appear from nowhere and "choose" who will eat them. They fly off the counter and smack one of three guys in the chest.