TIME Business

Pop Secret Ad Shows What It’s Like When Popcorn Goes to a Rave and Twerks

Warning: You might feel dizzy watching it

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Pop Secret’s new ad exposes innocents to a popcorn sub-universe in which kernels pop in a pool of buttery-sweat to the tune of Electronic Dance Music in MicorRaves. (Get it? It’s like a microwave but with ecstasy.)

Adweek has a pretty good assessment of what the pitch meeting for this 60-second video — a promotion for Electric Daisy Carnival — sounded like:

“OK, we need to get millennials to like our popcorn. What are they into? What kind of ad would Miley make? You think we can get the popcorn to twerk?”

And after watching, we feel safe saying that the answer to the twerk question is an unfortunate yes. Given enough MDMA, popcorn can do just about anything.

Sorry, Orville Redenbacher. You might look the part, but your co-opt of the popcorn/rave scene has finally come to an end:

Popcorn King Orville Redenbacher Portrait Session
Popcorn King Orville Redenbacher playfully poses during a 1986 Los Angeles, California portrait session. George Rose—Getty Images

 

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