A pie-eating contest takes an intimate, incredulous turn in new spots for Hint Water

A pie-eating contest turns into a hands-on taste test in a wacky spot for Hint Water that revels in its own preposterous premise. Two rivals marvel at the authentic taste of their flavored waters before comparing it to the real thing with deadpan physicality, licking fruit filling off each other’s faces with gusto.

It’s the first in a series of spots for the brand from Oakland-based Funworks, directed by Peter Martin via The Cornershop. In each, Hint Water fans can’t believe their drink tastes more like real fruit than actual fruit does. A couple at a farmer’s market encounters a sarcastic farmer who’s tired of the comparison.

And in an even more surrealist turn, a jolly raincloud pours watermelon Hint Water down upon picnic-goers who splash around with tongues out to catch the sweet drops.

Like all Funworks campaigns, this idea was dreamed up at a Funworkshop, which brought brand founders Kara and Theo Goldin and CMO Terrence Sweeney together with improvisational comedians and customers to generate concepts, strategies and content.