I think they are just using the comedy factor that black metal bands always bring. I mean
a) parents will shake their heads but be reminded of Kiss
b) adults between 20 and 40 will chuckle at the hideousness that is black metal posing - and like the "man, that is hot!" joke ...
c) kids may think it's really cool, just like Kiss was back in the day
All age-groups will therefore be somehow affected by a "you will probably talk about this"-commercial. Much better than one you quickly forget, isnt it?