LG is promoting its curved G Flex in a new ad as the “most human phone ever.” The ad itself vies for the title of creepiest ever.

Depicting a low-key birthday celebration at a restaurant, the two-minute spot quickly descends into bizarre territory. The G Flex is depicted as a hand with a human ear, mouth and goatee. A pinch from a crab claw demonstrates the G Flex’s self-healing back. A person feeds cake to the G Flex hand. And then things get really weird.

The G Flex is a fine phone with a truly unique design. But an ad just going over functions and features wouldn’t have garnered near the response this ad is getting.