So it’s the 80s, Estonia is under Soviet rule, and your job is to direct movie commercials. And when you get the assignment to promote kana-hakkliha (processed chicken meat), you know exactly what it will take to make the product a big seller. You need nightmarish imagery, a heavy, psychedelic sound track and dramatic cutting. Because after all, you want to convince the viewers that anyone who overdoses on kana-hakkliha will spend days or weeks out of their freaking mind.
(Though I suppose this must be a humorous re-mix of what the real commercial looked like.)