The Kraken Black Spiced Rum is going with death by giant tentacle as the theme of a pair of 3-D billboards that went up recently in Chicago. On each ad, the brand's namesake mythical beast appears to have slithered one of its slimy octo-parts into an apartment and helped itself to a tasty consumer. (Turnabout is fair play.) One ad gobbles up a man; the other, a woman. "Taking after the actual mythical beast of the sea, the brand strikes at will and spares no one," says the agency, New York-based Dead As We Know It. Executive creative director Mikal Reich adds: "The Kraken Rum is dark and fun, like its fans. The ads have to be that, as well. We plan to continue the advertising attacks in all mediums. Surprise is our best weapon against the powers which spend a captain's ransom." The agency says the campaign "may or may not roll out to other cities. (Keep your eyes out.)"

See some Kraken videos from Dead As We Know It below.