Occasionally, a video goes viral not for its humor, but for its stunning, tonally-jarring subject matter that is only revealed by the end of the video. In 2019, social media was agog at a beautiful short film documenting the course of a man's life, only to be slapped in the face when it turned out to be a Subway ad. A few months later, a similar phenomenon happened when a commercial touted the myriad technological innovations made by women throughout history, only to reveal itself as an ad for the (kind of patronizing) board game Ms. Monopoly.

Yesterday, social media got another taste of the twist-ending viral ad when a commercial for Mel Gibson's upcoming movie Fatman made the rounds. The ad dropped on Wednesday, but yesterday, most of Twitter discovered it thanks to a tweet by Ringer writer Claire McNear, who wrote, "nothing can prepare you for the moment you realize what the movie's about."

have watched this trailer 15 times and still cannot believe it's real. nothing can prepare you for the moment you realize what the movie's about https://t.co/k5i2tlBbWM

— Claire McNear (@clairemcnear) October 8, 2020

Indeed, the trailer plays its cards close to the chest for the first 45 seconds. We see Mel Gibson as a grizzled old man shadowboxing in his snow-covered home. He describes being shot at by punks. The American military comes to enlist his aid, to which he, very anti-hero-like, says, "This is a one-time deal gentlemen." Then we see a snot-nosed child receive a lump of coal for Christmas and it hits:

Mel Gibson is Santa Claus.

Turns out, Fatman is a dark comedy where Santa Clause is locked in a deadly game of cat-and-mouse with an assassin (played by Walton Goggins) hired by the coal-receiving twelve-year-old to kill Santa.

Once the video began circulating on Twitter, viewers were left with their mouths agape at the concept.

I, too, nearly lost my mind when it dawned on me what the plot of this insane movie is. Also, I want to see it. I am so sorry. https://t.co/ij9RwMTKnI

— Patton Oswalt (@pattonoswalt) October 8, 2020

pause this video at the 0:42 mark and give yourself one hundred billion guesses at what this movie is about and you're gonna go 0-for-one-hundred-billion https://t.co/WHXIoOlzty

— Shea Serrano (@SheaSerrano) October 8, 2020

i just watched this with no knowledge of what i was about to see…and…maybe more than any single thing it makes me feel like the fabric of the universe is unraveling https://t.co/rJGCrpWelj

— Charlie Warzel (@cwarzel) October 9, 2020

good for ben shapiro getting cast pic.twitter.com/cgVFU3X7Rt

— josh terry (@JoshhTerry) October 8, 2020

I swore I would never watch another Mel Gibson movie, but…holy shit. https://t.co/T58TdJsYXB

— ReTIRED XO (VOTE!) (@XOofXOs) October 8, 2020

Fatman drops "in theaters" (we'll see about that) on November 13th and comes out On Demand and Digital the 17th. Merry Christmas, ya filthy animals.