Why would anyone want to get hit the face with a cupcake fired out of a 120 psi cannon? Wrong question. The correct question is: why wouldn’t everyone want to get hit the face with a cupcake fired out of a 120 psi cannon?

The above video is a viral advertisement for Johnny Cupcakes, a fashion line, notable for its cupcake and crossbones logo. The cannon was built by Kamp Grizzly, a marketing studio in Portland, Oregon.

Link via Gizmodo