We’re just over a week away from Borderlands 3 finally coming out and we’re beginning to see some weird advertising for the game to push those sales up.

A series of four videos have been released under the collective banner of “Psycho Ads” which seem to be advertising one thing before the titular Psycho character appears and things get all weird.

This series started with “How to Pick the Right Shampoo for Your Hair” last week and has continued since then with similar ads for summer fashion, pool parties and most recently dog food.

We’re not entirely sure why this approach was taken, but we guess it fits into the random aesthetic that the Borderlands franchise has been cultivating ever since the first game launched back in 2009.

Why these four specific products? Why is the song “At Last” by Etta James used in all of them? How much was an advertising exec paid to come up with this? We may never know.

What we do know is that Borderlands three comes out on PC, PlayStation 4 and Xbox One on 14th September.

A few hours ago it was announced that pre-loading of the game would be available around 48 hours before the global launch, and they even included this handy map to show when this option becomes available depending on where you live. We never suggest pre-ordering games but, if you’ve already done so and you don’t have the fastest internet at home, this is a nice piece of information to have.

But that is still a few days away, so catch up on all the Psycho Ads which are in the YouTube playlist below, starting with the most recent dog food one.