Sushi cats ad campaign puzzles and bemuses the world (VIDEO)

A new ad campaign by a peanut company in Japan has people wondering what kind of hallucinatory drugs were needed to create this idea.

Nut company Tange & Nakimushi created a series of photos of cats made into sushi and then a video inventing a bizarre back story.

Even the cats look surprised at what they've been asked (forced) to do.

In the video, the company claims that sushi cats go back as far as early cave paintings and were good luck charms.

This is the company's website which is partly in English and there seems to be a mobile app for these "keko sushi."

Odd? Well here's an explanation/extended haiku from the website:

We know the rule of Sushi – fish on top of rice.
On the other hand we know the rule cats eat fish.
Cats sit on rice, where fish is supposed to be – why?
Contradiction and mystery in this world is always center of the criptic questions among Japanese zen monks.

We're as confused as you are about this but maybe these videos will help clear things up – or maybe not.