An Ice Cream Commercial That Will Give You Nightmares- Say “What!?”

This "say what" is really different than the others for the simple fact that I have no idea what to say to this other than, "What!?" I have no idea why they would chose this for an ad unless it is one of those things for viral marketing. Creating something so weird and disturbing that everyone is talking about it. This is an ad for 'Little Baby's Ice Cream' from Philadelphia and to be warned, you might have nightmares after watching it. I went to their website to see if they were a weird ice cream shop, but their site is so happy. How the heck did they come up with the idea for this commercial?

Is this the creepiest commercial you have ever seen? Does it make you want ice cream?