After a long silence, Cummins suddenly found its voice – and it sounds a lot like LinkedIn. Since TCAP’s launch just over a month ago, the company has pushed out more than a dozen glossy PR videos in what appears to be a coordinated attempt to counter a different kind of narrative: one backed by facts, filings, FOIs, and a trail of consequences.
TCAP.blog wasn’t just noticed – it was heard. This is their response.
But it’s not just tone-deaf. It’s a misfire, a misread, and, frankly, an insult.
Contrived Positivity in a Storm Surge
While the engine room leaks and the lawsuits mount, Cummins wants you to meet the team. They want you to know what drives them. What inspires them. What motivates the smiling faces behind the red “C.”
It’s “people over problems,” propaganda over reality, and personality over principle.
This isn’t damage control. It’s a distraction campaign. And it’s failing.
They’re selling you soft-focus human interest stories – spliced with just enough earnest eye contact and corporate polish to make your teeth ache – while their operational integrity collapses in real time.
It’s a move designed for LinkedIn, where everyone’s head is up their boss’s rear-end and bad news is filtered through five layers of motivational fluff.
But this is X – where users see spin, smell it instantly, and call it what it is: bullshit.
They Thought We’d Blink
TCAP.blog wasn’t supposed to hit this hard. They underestimated it. They dismissed it.
And now, they’re overreacting in the only way corporate knows how: volume.
Throw enough polished video content into the algorithm – maybe something sticks. Maybe people forget. Maybe the shareholders stop emailing. Maybe the heat dies down.
But that’s not how any of this works. This isn’t TikTok. This isn’t a vibe reset. And people don’t forget.
These aren’t ambassadors. These are human shields – slotted into frame with just enough scripted sincerity to look like change.
But none of it is real. Not while investors bail. Not while workers strike. Not while the same leadership that denied, deflected, and doubled down now offers you five-minute doses of heavily edited redemption arcs.
The Customers Are Watching, Too
And here’s the part that should make their legal and PR teams sweat: the customers are watching.
PACCAR. Stellantis. Potentially even Apple?
The brands who rely – or could rely – on Cummins tech. Who put their reputations in its engines and generators. Who now sit uncomfortably in the spotlight of accountability.
Releasing PR videos during a reputational firestorm isn’t just misjudged – it drags everyone in the supply chain into the flames.
Every time Cummins posts a carefully worded video, TCAP responds with a receipt – and the receipt gets more traction.
That’s not a PR cycle. That’s a loop of humiliation.
They’re Not Guiding the Narrative. They’re Reacting to One.
The timing speaks volumes. Cummins went relatively dormant on X for months. Their pinned tweet – still up after six months – is littered with replies outraged about antisemitic comments made by a senior employee.
They haven’t even unpinned it.
Then TCAP.blog launched – and suddenly, they’re everywhere.
The problem? Everywhere isn’t where you want to be when every comment section is full of rot.
And the people they’re trying to reach already read the blog. They already know the truth. And they’ve already decided who they believe.
Narrative control requires credibility. And Cummins cashed that in the moment they called our bluff.
This Is the Best They’ve Got?
It’s not just tone-deaf. It’s cowardly.
This is what they reach for when the pressure mounts: pre-recorded pleasantries and the soft-launch of curated personalities.
They aren’t solving problems. They’re branding over them. They aren’t rebuilding trust. They’re pretending it was never broken. They aren’t even denying TCAP’s reach. They’re validating it – by flailing so visibly.
Welcome to the Offensive PR Offensive
This isn’t a comeback. This is a retreat disguised as engagement.
And the very fact they thought this would work tells you everything about who they still think their audience is: docile, distracted, and dumb enough to forget what came before.
But we’re still here. Still writing. We are growing. Oscar’s still barking. And we’re both still watching every post they make… knowing exactly why they made it.
Lee Thompson – Founder, The Cummins Accountability Project