On August, 22, Univision will premiere Narcos, marking the first time a Netflix original series will appear on a U.S. broadcast television network.

To promote the effort, Univision created a campaign intended to illustrate the unconventional point of view of Pablo Escobar, at one time the most powerful drug lord in Latin America.

The staccato sound of gun fire punctuates the above piece, emphasizing the danger and violence of the drug trade. Fast cuts of gun battles are interspersed with pictures of piles of powdery cocaine, the illegal but lucrative substance that’s driving all this mayhem.

The below promo contrasts Escobar’s proclaim that he’s going to “free Colombia” with the way he goes about it. Set to the haunting strands of “Ave Maria,” Escobar and his compadres create chaos and murder wherever they go.

And finally, a piece that shows the romantic side of drug trafficking:

CREDITS

The Univision Agency

Producers: Manuel Navia, Yarell Espinoza, Abel Rodríguez

Editors: Manuel Navia, Abel Rodríguez

Lead Creative: Rolando Felizola

Graphic Designers: Cesar Sakay, Barbara Sablon

Sound Designers: Edwin Perez de Hoyos, Christopher Nordelo, Alfredo Manzur

Senior Director Creative Services: Carlos Collazo

Senior VP Creative Services: Joni Fernandez

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