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. The chosen one then rejoices and rips into the package as lotus blossoms and jewel-encrusted narwhals explode around him. For some reason, a Sikh shop owner oversees the whole thing and announces, "The sour has chosen!" I'm fairly certain the Sikhs' deep belief in the equality of all men would conflict with this whole "chosen one" stuff. Head over to the Airheads microsite and enter to be "chosen" in a sweepstakes. The WTF factor is much lower than in either Skittles or Starburst commercials, but you can't claim they aren't trying for that sweet spot of inexplicable oddness that kids these days love.

—Posted by Rebecca Cullers

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