“You’re going to suffer and enjoy every moment.” So proclaims a bold new Domino’s ad for Sriracha pizza that surfaced online Tuesday. The ad, which purportedly appeared in print in Israel, features a tongue tied up and ball-gagged. Because nothing says “pizza” like good ol’fashioned S&M.
“It’s real,” company spokesman Tim McIntyre tells PEOPLE. “The ad was created and pitched by an agency to the independent franchise in Israel.”