New York City gets hijacked by candy in this colorful, pyschedelic spot for Candy Crush Soda Saga, the sister title to the monstrously successful Candy Crush Saga mobile game. The game's launch this week is backed by an international campaign that includes TV ads in 20 countries. Directed by Traktor and featuring some impressive and frankly sinister VFX -- people's heads turn into gigantic pieces of candy and a huge gummy bear hovers over the city -- it's set to "I Want Candy" (well, what other track would do here?)

London's WCRS created the commercial for King, owner of the Candy Crush Saga game. It will run in 20 countries from now until Christmas, backed by a wider campaign that includes public transit takeovers and outdoor stunts in London, New York, Sydney, Paris and Berlin. The stunts kicked off today with the firing of jets of purple soda into the air at London's Tower Bridge and on Broadway in New York.