In a church full of mourners, a man weeps for the relative he’s lost. This is, by all appearances, a sad day for him.

As it turns out, it’s also a windfall moment because Aunt Beatrice was loaded, and her loving nephew is literally drying his tears with a wad of bequeathed cash. So he’s… happy?

Go ahead and laugh at the gallows humor in this scenario, cooked up by indie agency Fig in its first work for new client Naked juices and smoothies. The slightly subversive concept—rare in the current hyper-sensitive environment—is a means to an end, showing that people can have two contradictory feelings at once. Such as being thirsty and hungry.

Well, that may not be a direct parallel, but just go with it in the name of comedy.

The campaign has coined a new term—thungry—and used the portmanteau as a launch pad for three 30-second spots, including the above-mentioned “Aunt Beatrice.” Also in the lineup is “Mr. Figgles,” in which a guinea pig wakes up after a “very, very long nap,” per the narration, leaving his young owner both “relieved and suspicious.” (You’re right, kid, Mom swapped out your dead pet.)

And in “15 Minutes of Fame,” a woman is surprised to see her son on a TV news show, only to realize he’s wedged in a doggie door and being rescued by firefighters. She’s “both proud and ashamed.”

Naked’s ‘next chapter’

“When Thungry, Get Naked” aims to speak to Gen Z and younger millennials who are driving the functional food trend, which has seen “significant overall growth” in the past few years, according to Jeff Thompson, vice president and general manager of Naked, part of Tropicana Brands Group. 

Competitors in on-the-go, better-for-you drinks are everywhere from dedicated juice chains, coffee shops and fast food restaurants to traditional grocery and convenience store channels.

That explosion of consumer options leads into “the next chapter” for Naked, which will include a major multi-pronged marketing push over the next 12-18 months, Thompson said.

“There’s an increased focus and energy around the brand,” Thompson told ADWEEK, noting that consumers will see “a consistent cadence” of creative and product news going forward.

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