About two months back we talked about an insane and very death metal commercial for hot chocolate in Japan. Not to only offer the world one incredibly weird thing, Japanese noodle company Nissin has rolled out a really well done and also very metal commercial for their product. The commercial features a noodle-eating demon, summoning noodle snake things from the Earth, and the eventual destruction of all.
Anime News Network does a much better job of explaining.
According to the story in the magazine, the statue seen at the beginning is a being called "Akuma no Kimura." Hiyoko-chan participates in rituals to the demon to satisfy its desire for perfection and obtain what is missing to achieve that desire. The description goes on to say that the demon isn't really an external entity, but more of a representation of a demon-like thing that exists within human beings that cannot be destroyed.
The ad repeats the phrases "Sugu oishii, sugoku oishii" (immediately delicious, super delicious). This repetition is supposed represent that the phrase itself no longer has meaning outside of being a spell to access the subconscious. Eventually the phrase transforms into "jigoku oishii" (hellishly delicious). The change happens naturally to the point where the listener doesn't notice until both "delicious" and "hell" coexist.
After Hiyoko's transformation, he becomes a devil named "Caym," a reference to the apocryphal demon also known as Camio that has a bird-like appearance. The demon is well known in Japan because of artist M.L. Breton's depiction in Collin de Plancy's Infernal Dictionary.
Read the full explaination at Anime News Network
[h/t The PRP]