In fact, in the TV ad the arm reaches out and grabs a guy's friend hot dog.
This is like some bizarre David Cronenberg movie. A fold of skin opens in your belly and a large muscular arm extends out like an angry penis creature. Its first act is to grab hot dogs.
This is a "marketing 2.0" campaign, so they want me to talk about it. I won't link to it, screw their google ranking, but I had to point out how disturbing I find this.
If you want to find the ads, they're on youtube. They also have a really terrible flash game where you drive a car into hot dogs for no particular reason.
For some reason, they don't have picture of the arm extending out for hot dogs available.