A naughty schoolboy goes on a sugar-fuelled rampage, in French director and graphic designer So Me's promo for Riton's infectious Sugar - featuring Soaky Siren. The eccentric promo sees the young rascal (played by Ethan Wesley) tear up the town, stealing various sugary treats in a riotous, explosive adventure - much to the dismay of the poor people trying to go about their day.With frantic, in-your-face cinematography, a great supporting cast, some laugh out loud moments - as well as some lively choreography - it's a brilliant video that takes a fun concept and pulls it right to the edge of absurdity... and the track couldn't have asked for a more catchy visual.