Wow, where was this during the Super Bowl? In this new 90 second spot for Jim Beam, character actor Willem Dafoe stars as a dozen or so different versions of himself in this “Being John Malkovich”-style clip. The campaign, about making “bold choices,” illustrates the different types of lives one might lead depending on those decisions and Dafoe stars as each of these versions. Appearing as a circus acrobat, fashion designer, skinhead, and sumo wrestler, it has to be seen to be believed. It sounds silly (and it is), but it’s also surprisingly affecting. We’re not sure what this has to do with liquor but it’s really an impressive spot.

The ad, entitled “Parallels,” was directed by commercial veteran Dante Ariola who we recently told you was no longer attached to direct “The Necessary Death Of Charlie Countryman,” which would have been his feature debut. The “you’ve got to see sumo Willem Dafoe” will probably be the reason you watch, but don’t be surprised if you actually get a little choked up too during this bizarre clip. Watch it below (via Vulture):