Whoever Timed The Diablo Ad In NYC Might Be The Biggest Genius Or Luckiest Person Ever

Blizzard just released Diablo 4 and their ad in Times Square may have been the biggest 200 IQ play yet. Some stories just write themselves. I know there's probably some dorks on the internet who are arguing about capitalism and human-made natural disasters being used for campaigns, but just shut up and appreciate elite tier marketing regardless. I just know Adam Smith is somewhere out there smiling. This had to be the best timed ad in history, but let's just respect the potential genius here. It's the first Diablo game in 11 years and I'm not sure anyone knew it was coming out, so bravo to whoever is behind this and got it some legs. 

But let's not rule out all this smoke was planned all along. Someone from the Diablo team went up to Canada, drank some maple syrup, lit a cigarette and put it out on a tree, and the rest is history. All of Canada might be on fire, all of the east coast is bathing in orange fumes, but Diablo is getting a hell of an ad campaign out of it.