>Marketing experts say it's deceptive and unethical.

So, standard marketing. Got it.

What sets these videos apart is that they are impalatable to the status quo.

You can describe why these videos are wrong and I'll agree with you. But wrong is unfortunately irrelevant.

One could say that the marketers failed to understand the audience. I think they targeted a lowbrow segment quite effectively. See the fact anyone is talking about this. Their failure was misunderstanding the boundaries of sleaze that would slide under the radar. No not the race baiting either, there's plenty more of that on TikTok (much more egregious too).

By tying this race baiting specifically to Tim's there was someone uniquely situated against it. And no, Tim's doesn't care about racism either, it's the damage to Tim's reputation. But Tim is in a bind. They can't get their social media team to make a low-brow response to counter the original message. Imagine the reputation damage if the press got ahold of THAT. Therefore Tim calls on the CBC to write a press release on their behalf that Tim is not racist and to perpetuate retaliatory damage against anyone who would sully the name of a great Canadian institution.