Soothe your Suspicious Mind with Harmless Harvest

Next time you're doing the weekly shop, tot up how many products on the shelves are trumpeting their organic, healthy, clean credentials.

From crystal-charged juices to collagen-boosting kombucha, the F&B market is seemingly stuffed with brands offering you glowing skin, superior brain-power and even eternal life, without any nasty additives. It's no wonder health-conscious consumers are getting a touch cynical, something Brooklyn-based agency Madwell has riffed on in a new campaign for coconut water brand Harmless Harvest.  

In the 60-second spot, directed in-house by Adam Levite and soundtracked, appropriately, by a reimagined version of Suspicious Minds, a woman wanders around a Wholefoods-esque supermarket filled with strange, trendy products making bold claims (CBD deli meats, anyone?) 

But what's this, glowing pinkly in a fridge at the far end of the store? A bank of Harmless Harvest - the only brand in the store that is, apparently, as refreshing and delicious as it is socially conscious...