I guess Little Baby’s Ice Cream put attention grabbing before anything because this commercial is freaky. A man covered with ice cream, eats himself with a spoon.

Ignoring Facebook (Little Baby’s fans are loyal) the commercial is not getting much love, with comments like, “who else is never eating ice-cream ever again” (I don’t think that was the intention: ed); “WTF WTF WTF WTF WTF WTF.” (How to say much with so few words: ed) and “Never show this video to a child it will: Scare the shit out of them, Cause nightmares, Make them never eat ice cream again, And need counselling for 10 years.’ (No argument: ed)

Little Baby’s co-founder, Pete Angevine, is not particularly fussed about their meaning (or their even having one). He said, “I guess (it means) whatever you want to make of it. It doesn’t necessarily mean much. It’s not really supposed to mean much. I think it’s just sort of a funny, bizarre ice cream human. It means what it means. I think it expresses our vibe as a company well though, with everything being a little unusual and a little off – a little surprising, but with a pang of humour."

Little Baby’s Ice Cream hasn’t built its reputation on being tame either. The Philadelphia-based American ice cream shop sells handmade ice creams and vegan treats for “open-minded, convivial Philadelphians.” They have some, er, interesting flavours, like Earl Grey Sriracha, Balsamic Banana and Hawaiian Pizza.

The commercial has just been uploaded onto Little Baby’s Facebook page. It is riveting in the way that anything very weird is. Plus the ice cream man stares at you incessantly, and at one point gives just the tiniest hint of a smile to engage you.

The commercial is a collaboration between Doug Garth Williams who wrote and executed the videos, Matthias Bossi, who wrote the text and provided the voiceovers, and John Guez, who provided the music (an original piece called “Music for Ice Cream” which is a running motif for the shop).