Moe’s Southwest Grill doesn't want you to try this at home. Really, don't. "Especially if you like to see, smell, hear, touch, talk and breathe...." Then they microwave pretty much anything you've ever considered microwaving, from an egg to a lightbulb and a big watermelon that explodes all over the place.

While all the fire, flashes and squirting tomatoes are fun to watch, Moe’s Southwest Grill actually has a USP to tack on to this destined for viral video. They don't microwave their food. Mmmm.

Client: Moe’s Southwest Grill
Commercials: 
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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.