In a campaign to introduce its new dark roast, Canada's beloved Tim Hortons blacked out the exterior of an entire Montreal location. Everything from the signage outside to light posts to the building itself were murdered-out.

What resulted was an all-black look that attracted curious passerby to "happen upon the store," only to find that inside it was also pitch black and a guy in night goggles was waiting to serve them coffee. Why? To take "customers’ sense of sight to supercharge their sense of taste." Although, as FWF points out, we're a bit disappointed that Drake doesn't pull up in an all-black Maybach -- we have expected it after his not-so-subtle Instagram hint to collab with the chain.