Actor Jesse Williams took a huge L on Twitter today after he came up with the not-so-bright idea of using a meme to promote his upcoming Emmett Till movie. Any other day, Williams would be considered one of the wokest actors in Hollywood, but, today, it looks like he was caught taking a nap.

In an effort to promote a film about the tragic death of Emmett Till that he’s set to direct, Williams posted an image of Mamie Till-Mobley, Till’s mother, crying at her son’s casket in the style of Nike’s recent “Just Do It” ad campaign featuring Colin Kaepernick.

Williams’ upcoming movie, Till, will focus on the murdered teen’s mother’s search for justice, and is based on Keith A Beauchamp’s 2005 documentary, “The Untold Story of Emmett Louis Till.”

In his widely-shared meme, Williams wrote in superimposed words “Believe In Something. Even If It Means Sacrificing Everything,” in a style similar to the Colin Kaepernick Nike ad.

The original Nike ad has been turned into numerous memes, so Jesse likely thought to himself: “Hey, this could be a great way to get a lot of attention for this new movie I’m doing about Emmett Till.” Which, as it turns out, he is getting a lot of attention, but probably not the kind he was looking for.

The actor announced Monday (Sep. 24) he would be directing Till, which will be produced by Whoopi Goldberg, according to Deadline. But Williams quickly deleted his announcement about the movie Monday afternoon after receiving backlash in response to the photos he posted.

Williams later replaced his tweets with another announcement about the movie featuring screenshots from Deadline’s article.

He also shared a number Nike ad-like images on Instagram, which he also deleted, except for one featuring Till’s great-uncle Moses Wright at the teen’s murder trial.

“Thank you for taking down those other bullsh*t ass memes. You need to delete this one too. This is not a game. I think you know that,” one Instagram user commented under the meme of Wright in court as he pointed out the men who beat and shot his grand nephew.

Emmett Till was just 14 years old when he was lynched after being accused of flirting with a white woman in Jim Crow-era Mississippi in 1955.

As expected, Twitter dragged Williams for implying that Mamie Till put her son up for an offering to be murdered by racist pigs who were hellbent on believing a lie and murdering a young black boy. Also, memes are usually meant to be funny … and nothing about this incident should be considered humorous by any means at any time.

Check out some of the most poignant responses below:

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