"MMMMM Water"

15 May 2026

60s

Liquid persuasion.

Flavoured still water brand Hint isn't the first company to lampoon fragrance ads and it certainly won't be the last. What helps this particular parody stand out, however, is a script full of silly, strange, and very funny dialogue like "pleasure... the dangerous sort" and "a soft, reckless dew on the edge of your quivering lips" (delivered in musky French, of course).

The words are matched with director Zach Tavel's immaculately affected visuals, which poke fun at the props, architecture, and gestures common to this sector (hello, curtains blowing in the breeze!) Amid all this silliness, the groundwork is neatly laid for the actual product—note the female lead fondles a peach and eats grapes accompanied by the sound of a bottle opening.

When the characters reveal what they really want in this idyllic, illogical locale, the colour palette switches from black-and-white to full colour, which sells the idea that Hint makes a tangible difference. Now in English to boot, the ad insists customers will come back for more, spoken like the watershed's a mere dot on the horizon.

USA

Bottled Water