Weird Music Video from Japan with Ultraman and Giant Lobster

Yet another totally bizarre music video from Japan, sponsored by Sony. The intro is weak and the last 2 minutes are just useless promo junk, but the middle portion with an "Ultraman" and a giant squid are beyond belief. What the Fuck is going on here? I have no idea, and I have lived in Japan several times for over 3 years (Yokota AFB, Soshi Gaya Okura). Does anybody out there understand Japanese modern pop culture?

BONUS: Another completely incomprehensible video sales pitch from Japan. I think it has Ultraman, but it's definitely got Godzilla. What in the world?