Historically, pandemics have forced humans to break with the past and imagine their world anew. Given the unthinkable human tragedy and exposition of the failures and lies of the global capitalist system due to COVID-19, collective care is necessary for communities to survive. The poorly timed Halo Top “stop shoulding yourself” campaign that reiterates past subpar Halo Top campaigns gives into the national disillusion that threatens an alternative future. It is disgusting that a company with Halo Top’s power uses its platform to separate members of society rather than unify them.