The road to hell is paved with good intentions, according to the old adage. So what do you do when your well-intentioned marketing campaign backfires, inspiring resentment toward your window film company? Commercial Window Shield (CWS), a window film dealer with locations in Alexandria, Va.; Bonita Springs, Fla.; Taylors, S.C.; and Toledo, Ohio, currently is facing scrutiny for an ad it circulated featuring a crime scene photo from the Sandy Hook Elementary School shootings.