"Desert Cowboy"

23 April 2026

65s

Where's your hat at?

This ad for Korean headwear brand ATiiSSU is as mad as a hatter and all the better for it. Directed by ProdCo's Mau Morgó, the film stars K-pop singer Felix as a lone wanderer forced to battle a mechanical Venus flytrap in the desert (think the plants from 'Crash Bandicoot', but spikier and with more heads). Only… Felix is way too cool to fight in a conventional way.

Able to sidestep jagged metal with a wink, he even manages to upgrade his whole outfit mid-onslaught to become a crimson cowboy. It's so over the top, it’s hard not to crack a big cheesy smile at Felix the demon slayer and his memorable quarry. That makes it easy for viewers to say they want to investigate the brand further, not matter how ridiculous some of the designs look.

South Korea

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