Hasta La Creative!

As Twitter was erupting this afternoon with outrage over a grand jury’s decision not to indict the NYPD officer whose chokehold killed Eric Garner, Netflix made a rather odd marketing decision.

The streaming service posted a Peaky Blinders promo featuring hard-boiled Irish cop Chester Campbell, played by Sam Neill. The tweet message—”Just because you’re law enforcement doesn’t mean you’re law abiding.”—seemed especially topical when paired with the photo’s quote, “God help those who stand in our way.”

While the tweet didn’t spark much real anger at Netflix, it did draw a mixed reaction from those who felt the company was siding (intentionally or not) with protesters and others who felt it was simply insensitive.

@netflix I love you guys, but you really need to work on your timing with that tag line.

— Kate Kirby (@uncanny_kate) December 3, 2014

Spot on, netflix. “@netflix: Just because you’re law enforcement doesn’t mean you’re law abiding. #PeakyBlinders pic.twitter.com/5q52fwU7ch”

— Lianne Fitz (@lianne_fitz) December 3, 2014

@netflix Perfect timing with that tweet.

— cantona’s kick ? (@disney_doctrine) December 3, 2014

.@netflix EXCELLENT marketing. Synergizing with today’s horrific news about failure of justice system to indict murdering police. BRILLIANT

— Soylent Alan (@PennStateGuy) December 3, 2014

Shame on you @netflix! Are you really using the #FergusonDecision and #EricGarner‘s death to promote your show!? WTF! pic.twitter.com/c49k3Aj0Cn

— Katie Carman-Lehach (@katiecarman) December 3, 2014

@netflix Boy aint that appropriate.

— Scott Wyllie (@TheWyllieScott) December 3, 2014