Spotted! Netflix flaunts Escobar’s millions

The OOH campaign from IPG Mediabrands delivers a creative take on the notorious drug lord's exploits.

Netflix is drawing attention to its original drama series Narcos in an unconventional way, one which might test the ethics of Torontonians.

The SVOD has installed posters at four bus stops around the city to promote the second season of the series, whichnarcosNetflix premiered Sept. 2.

The posters, which are located at College and McCaul Streets, King and Niagara Streets, Queen and Shaw Streets and College Street and University Avenue are accompanied by stacks of money — fake, of course — to represent the two million dollars allegedly once burned by Colombian drug lord Pablo Escobar, whose exploits the series depicts a dramatized version of.

The campaign was a joint effort between Netflix and IPG Mediabrands, with collaboration from Minnesota-based Atomic Props and Effects.

The target audience for the campaign is men age 25 to 49, with a “sweet spot” of men between the ages of 25 and 34, Jennifer Thomson, supervisor, connection planning IPG Mediabrands told MiC. The high foot traffic-heavy areas were chosen specifically for their likelihood of attracting young professional men in that age range.

As for feedback, Thomson said it has been generally positive, and so far one of the stops has experienced an attempted robbery — despite a disclaimer on the displays that say they do not contain real currency (according to Atomic, there are approximately $2 million fake bills in each display).

The campaign began Sept. 5 and is ongoing until Oct. 3.