If you've been out and about recently you may have seen this wistful orangutan staring into the middle distance against a backdrop of a Scottish cottage or something.
(Is the ape on holiday? Does it live there? Do apes visit cottages? Is this inside an ape daydream?)
Here is the same great ape contemplating its sadness while staring at a wind farm.
Stranger still, the ape features against a backdrop of some kind of concert. Presumably one it didn't get tickets for.
Some people like the unexplained apes.
Others fear the apes may take over.
Some people thought the whole thing might be a mistake.
Or a joke.
The ads are all over Ireland too and everyone there is just as perplexed.
The truth, however, is that it's part of an ad campaign from energy giant SSE centered around a TV advert in which a (CGI) orangutan walks around admiring electricity for some reason.
This is what the brand told us:
But if you didn't see the telly ad, it just looks surreal.
Many are still confused.
Maybe SSE is right – what if the future of advertising is pensive gibbons or depressed gorillas? They could be used for a variety of brands.
The campaign was thought up by Adam & Eve/DDB, the agency that's been working with SSE since August 2013
The brooding ape campaign has print, cinema, outdoor, online and print elements. Even if people don't know what the ape thing is all about, at least people are seeing it.