(Accidental) Promo Watch: The Deer in the Jewelry Store

Snow Gold jewelry store in Neptune, N.J., got some unexpected press this week after a deer crashed through its storefront window.

Surveillance video shows the deer crash through the front window and crawl under a large window-facing jewelry case before taking a few frantic laps around the store. It exited through another window, leaving the shopkeepers to clean up the mess of blood and broken furniture.

Damage was minimal (the windows were replaced by the landlord and two chairs need repairing) and a silver lining revealed itself—the video has racked up views around the country on local news stations and on YouTube.

The story ended less happily for the deer: It was later hit by a car and died, a detail that devastated me so much that I’ve already rewritten history—the dear deer lives happily ever after in the woods, a string of pearls she picked up on her field trip to Snow Gold draped around her neck.