A new, surreal ad from Visit Philadelphia promotes Philadelphia's cultural assets – and has gotten city residents flummoxed.

The ad features a gigantic Benjamin Franklin battling a gigantic, whiz-spewing cheesesteak. Everyday Philadelphians and visitors are seen eating and strolling down city streets as the Godzilla-style contest shakes the ground, Franklin attempting in vain to subdue the greasy sandwich. 

In the video, the so-called "First American" is seen standing at a height somewhere between the heights of Liberty One and Liberty Two – or around 900 feet tall. In one of the grosser scenes, a string of viscous cheese whiz is seen splashing onto an Old City street.

Al Día's Max Marin opined that the commercial was "effective and cheeky (cheesy?)" and had "potential for broad appeal."

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Other Philadelphians viewed the ad with a less, let's say, whimsical eye.

Philebrity remarked that "the ejaculatory sploosh of cheese whiz upon an unsuspecting city street" was disturbing.

Philly Mag's Victor Fiorillo even penned commentary to voice to his disdain for the "laughably bad" commercial. "There's so much wrong with this," Fiorillo flatly stated.

One person tweeted an existential question, "If Visit Philly is tired of Ben Franklin and a cheesesteak representing Philly, why would they feature both in their commercial?"

Another person  mused, "I love Philly but this ad is very painful and sad."

Local station Radio 104.5 captured the general zeitgeist, "Wait...what?"

It's definitely worth  watching yourself.