When the alarm system at Frijoles & Frescas Grilled Tacos went off, general manager Greg Carlson arrived to find his restaurant’s door smashed in and two cash boxes gone (which were empty anyway). That’s a bum deal to recover from, especially as a family-run restaurant. But Carlson had an idea.

“I thought to myself, ‘We’re going to have some expenses from this. I might as well turn this into something that will inspire people to come try our food.’”

So he turned the surveillance footage of the actual burglary into a commercial, depicting the thieves after tacos instead of money with the fresh slogan of, “We take full responsibility for what our tacos cause people to do.”

The brilliance here is that not only did people share the ad because it’s just a generally funny concept, but it doubles as a way to find out what bummer examples of humanity jacked up his place of business.

“I don’t think we expected this kind of reaction, but we hoped for it. We’re really pleased and surprised.”