A New York City billboard for the new Diablo IV from Blizzard Entertainment has New Yorkers doing a double-take.
The ad for the newly released video game features a diablo-esque creature with accompanying text that reads:
"Welcome to hell, New York."
And the ominous orange smog backdrop resulting from raging Canada wildfires makes the ad eerily accurate.
You can see one view of the billboard here:
New York Basketball shared the image on Twitter.
\u201cVideo game marketing has gotten out of hand\u201dβ New York Basketball (@New York Basketball) 1686180687
The seemingly spot-on prophecy has residents shaking in their boots.
\u201c@NBA_NewYork\u201dβ New York Basketball (@New York Basketball) 1686180687
\u201c@TheShred_ \ud83d\udc40\u201dβ Shred (@Shred) 1686208924
\u201c@Dexerto There is no coincidence\u201dβ Dexerto (@Dexerto) 1686230386
\u201c@Dexerto I\u2019d pack my bags same week\u201dβ Dexerto (@Dexerto) 1686230386
But people on social media all agree the billboard's not lying.
\u201c@NBA_NewYork For real\u201dβ New York Basketball (@New York Basketball) 1686180687
\u201c@NBA_NewYork An unfortunate coincidence for some, great happenstance if you're the marketer.\u201dβ New York Basketball (@New York Basketball) 1686180687
\u201cGreat timing for the hell ad in NYC #DiabloIV\u201dβ MeanHash \u20bf \u272a (@MeanHash \u20bf \u272a) 1686174175
\u201cI'm so obsessed with the diablo iv ads in NYC like viral marketing is so back babyyyy\u2764\ufe0fthey really made hell \ud83d\ude0d\ud83d\ude0d\ud83d\ude0d\u201dβ aphex twin bear (@aphex twin bear) 1686239391
\u201c@Ilovenftt Talk about timing fr\u201dβ Shred (@Shred) 1686208924
\u201cWell this is very fitting. #NYC #DiabloIV #Hell #Sky #NewYorkCity\u201dβ Enscar (@Enscar) 1686168937
More than 400 wildfires originating across Canadaβwith an estimated 150 in Quebec aloneβhave resulted in New York's worst air quality since the 1960s and mass evacuations in Canada.
Stay safe out there!