i thought they were saying join the family.
and then trying to make some sort of racist jibe at all the italian amercians out there, by saying they are all criminals, but that was just my reading...
in reality what they are doing is making a very interesting set of none product adverts, the adverts are a talking point in themselves and carry no message other than the brand name, this gets everyone talking about the brand but not about product. once the talk about the brand reaches a suitable level of frenzy they will release the new product to fill that aching void....
very skillfully, and subtley done...
some less skillfull marketeers, could learn something here.