Ego Bricks

Is the creature in this commercial supposed to be Cthulhu, The Dunwich Horror or just a run of the mill Shoggoth? I'm no graduate of Miskatonic University, but I guess that it's a streamlined version of Chutulhu. Fans of H.P. Lovecraft stories will also notice the strange pronounciation of "Cthulu by Ego," sounds like the title of a bossa nova song.