Some people would give their right arms to do an "edgy" TV commercial.
Others are just smart enough to glom onto the international trend for dismemberment as an attention-getting source of spot humor.

First one I remember was Frankenstein ripping his arm off in a Twix spot (literally interpreting the campaign's theme "if you have two of something (like Twix) you're supposed to share").

Then, in the same product category, a recent spot for Rice Krispies Snacks had a subway rider using one of the gooey squares to secure his grip, only to wind up getting his arm ripped off when the train came to an abrupt stop.

Over the past four years or so, there have been several others I've forgotten (please send them in).

Now the latest campaign to dismember comes from France. Appropriate since they're the country that invented the Grand Guignol (look it up) and the guillotine.

To their credit, they've added their own twist to this twisted execution. Playing off the public's appetite for grossness that the record breaking grosses of "Hannibal" reflects, they've introduced a taste of cannibalism to this kiddie geared snack food campaign. (Duh, no stretch there. Did they use
Twix and Rice Krispies to sell the concept?)

Nevertheless, using human flesh as a crepe filling is a yummy creative breakthrough. (Hope the Gallic youth aren't as easily influenced as the Jackasses in the USA.)

I'm sure this campaign will eat the competition for lunch in the awards shows. Read all the gory details here.