The woman's surprised reaction and the text "HOLY MOLY" grab attention.

The video opens with a woman holding a vape pen and talking to a man holding a microphone. Text overlays appear, identifying the product as 'FÜM'. The woman expresses her enjoyment of the product's flavor, describing it as 'raspberries and lemons and a little bit like gum'. She then high-fives a person in a large FÜM product costume. The ad concludes with the FÜM logo and a tagline.