Many food ads are drier than freeze-dried noodles and just as limp. This rapid-fire ramen ad may be hotter than wasabi and slicker than soy, but it's not all it seems.
The clip for Boss Noodles features a karate-chopping, kettle-chugging, chilli-powder-snorting office hero making lunch and winning the girls.
Cut to look like a bombastic Japanese ad, the clip takes on the "How To Eat Ramen Like A Boss" meme. Just like in the comic that spawned hundreds of YouTube imitators, the boss in the ad smashes the noodles with a swift karate chop, chowing down on the dry pieces before drinking boiling water straight from the kettle.
Opening a packet of spicy flavouring, the tie-sporting titan then snorts the fiery power, winning the adoration of his female underlings. He truly has shown how to eat ramen...like a boss.
Boss Noodles may be "fast business", but they're not real. The ad has been put together by Khanna+Reidinga, a small creative agency based in Amsterdam, to show off their style and sense of humour.
While it may not be a real ad, the clip is certainly gathering fans, garnering over 53,500 views in just three days. There's plenty of activity surrounding the video, with nearly 4,000 shares and hundreds of YouTube and Twitter users arguing about the noodle-eating exec's likeness to Hollywood star Joseph Gordon-Levitt.
Whatever is driving this video's popularity; noodles, humour or look-a-likes, it's bound to win Khanna+Reidinga some attention.