“How can he resist ribbing Brian the Merman, as he basks in the moonlight?” If that doesn’t make any sense to you, don’t fret. You’re not alone.

Way back in 2013, HTC injected a lot of money into its marketing machine and brought on Robert Downey Jr., the actor presently known for his role as Tony Stark/Iron Man, to help sell its products. Unfortunately, those ads never really took off, because a lot of them didn’t really show the product at all, or even make much sense. And while it’s been awhile since HTC has released an ad, especially one starring Downey Jr., they’re apparently doubling down on the effort now that the One M9 is official.

So, HTC launched a dedicated page to see “what happens” when HTC invited the actor to “celebrate the release of the new M9.” The site then invites the viewer to “see what happened,” like it’s any other result than a scripted event. Of course, there are some surprises, like grown individuals in rabbit suits, or the aforementioned Brian the Merman. Because both of those things obviously have something to do with the M9, right?

And, if you’re wondering, no, many of the short ads don’t have dialogue. And no, they aren’t showing off the features of the One M9. In fact, the One M9 only shows up at the end, in a static image. Simply put, these ads don’t make any sense.

But here, go ahead and watch a few:

https://youtu.be/stv5Tvsq2Ig

https://youtu.be/y7t_5_DVjcQ

https://youtu.be/hSndmlvJUQM

The rest of the videos can be found right here.

What do you think of the ads?