It is basically a spoof on Captain Birdseye (or Captain Iglo in French) 's fish fingers, which here become "bâtonnets dégueux" (i.e. "disgusting sticks")… Captain Birdsey was played by a certain John Hewer, who passed away last year — sadly enough in the most complete indifference from the media.
From Wikipedia:
The actor most associated with Captain Birdseye was John Hewer, a Lowestoft man who played the character from 1967 to 1998. Hewer died on 16 March 2008.[2] For a while in the late 90s, Captain Birdseye became a much younger, rugged, dark-haired man with designer stubble and a miniature submarine, who indulged in far more action-packed adventures accompanied by his pet pelican named Pedro, the advertising agencies presumably believing that the older white-bearded man would no longer have the same appeal to children as he once did. This version did not last long however, and the better-known version soon returned.Here are two commercials from the 80s:
Is it me or does he look like a pedophile decoying his victims with fish fingers?
The most interesting part is that people posted a lot of silly pictures which I felt necessary to show you:
This is how you prevent your bike from being stolen in the Netherlands.
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