It's the eternal summertime quandary: If you were made of ice cream, would you eat yourself? Ok maybe not, but for one Philadelphia ice cream shop at least, the answer seems to be yes.

Little Baby's Ice Cream has released two bizarre ads featuring a Gollum-like creature made out of the company's 16% butterfat confections. We're not exactly sure what flavor the creature in "This Is Special Time" is eating from his own head, but he sure seems to be enjoying it. The ad follows another equally strange spot, "Love Lickers" released by the ice cream shop back in March:

Little Baby's Ice Cream was founded by a trio of former musicians as "the nexus between their past creative lives and their future," and since opening in 2011, the company has launched three additional locations across the City of Brotherly Love. But fan reaction to the company's ads online hasn't been so great. One YouTube commentator wrote, "I will never want﻿ that ice cream. It's freaky!"

Are these ads creepy yet effective — or just plain gross? Tell us what you think in the comments.