The video for Grum’s new single (out May 3rd) was directed by The General Assembly and produced by Townhall.

Quite simply some of the most stupid music television you are likely to see, but rather than bang on about that, here’s a quote from one of the directors, Ryan McNeill…

“Making this video was probably far more fun for those of us behind the camera than for everyone on camera. We provided spit buckets for our actresses so they wouldn’t have to swallow all the food. Even with that precautionary measure, I definitely saw gag reflexes kicking in during the scenes with baked beans. The actor playing the father was a great sport about shooting scenes on some frightening streets in downtown Los Angeles. I was just relieved that actors even showed up after receiving the call that they had been cast in a music video about the lurid, pornographic underbelly of competitive eating.”