the sick and kind of twisted mind behind the ad campaign is doug garth williams. right this minute from oakland, california. obviously your ad campaign is working, but i've got to wonder, people are probably asking you if you're crazy, right? >> that's been well established for a while so that's nothing new. >> where did this come from? >> ice cream makes me think of this existential dilemma where there's this human faced with these decision. it becomes a question of do you eat yourself. >> a technical question, what is this person actually covered in? >> it's actually just marshmallow. >> marshmallow cream, huh? >> yeah. we had about a 30-minute window to work with because after 30 minutes it gets to be a weird consistency. >> did you worry about creeping people out? >> ice cream has its own built-in branding. you think of childhood and fun and summer and family and so it was just the perfect blank space with the script and kind of catch people off guard. so i wouldn't be surprised if it kind of freaks people out but that's probably a good thing. >> have you ever