The brands were out in full force during Sunday’s Superbowl, reaching the eyeballs of millions of consumers with millions of dollars. Mountain Dew took a novel tack, attempting to create the most grotesque, unsettling, and plain awful character of all (worse, even, than Norm MacDonald’s Colonel Sanders): PuppyMonkeyBaby.

The character is exactly what is sounds like: a mashup of a puppy, a monkey, and a baby. The commercial is exactly what it sounds like: a transparent attempt to shock consumers into buying a sugary drink that contains a flame retardant that is banned in several countries.

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