Newspaper ad plays on Mathieu's troubled past
MAY 05, 2013 12:08p ET
Funny? Tasteless? Your call. Based on Twitter commentary, the reaction seems split.
For his part, Mathieu has not commented on the ad, so his take on it is unknown. But that didn't stop it from going viral Sunday morning and thus doing exactly what it was intended to do. The ad has almost certainly paid for itself, so there's no arguing the business strategy; the question about whether openly mocking/inviting a recovering 20-year-old is an appropriate part of a business strategy is a slightly more ambiguous one.