‘Narcos’ Airport Ads Are a Genius Twist on Pablo Escobar Drama’s Drug-Smuggling Theme

Season 2 of Netflix original series is pitched on the bottom of TSA security trays

No, you didn’t just leave your passport, watch and I.D. in the TSA security tray at the airport.

That’s actually part of Netflix’s clever marketing campaign for Season 2 of “Narcos,” the highly-acclaimed original series about Colombian drug kingpin Pablo Escobar and the DEA agents trying to take him down.

Passengers flying through Los Angeles International Airport spotted the subtle ads at the bottom of the trays Friday, which serve as an ironic way to plug a drama that includes major plot lines about smuggling mountains of drugs into the U.S. from South America during the ’70s and ’80s.

Entitled “Travel Essentials,” the ad shows a U.S. passport, a pair of retro sunglasses, a pager (going old school!), a U.S. Drug Enforcement Agency badge, a watch and the I.D that appears to be Javier Peña, played by Pedro Pascal.

Along with a big plug for the show, of course.

The campaign comes after HBO bought real subway ads in July to promote fake “The Night Of” lawyer John Stone (John Turturro) that proclaimed  “No Fee ‘Til You’re Free!”

“Narcos” fans have more drug-fueled drama and smart ad campaigns to look forward to, as the streaming service announced Tuesday that it has ordered Season 3 and Season 4 of the crime drama.

Season 3 will debut in 2017. José Padilha (“RoboCop”) and Eric Newman (“Children of Men”) continue to serve as executive producers of the series.

The focus of “Narcos” had previously been on notorious drug lord Escobar (Wagner Moura), but with the fall of Escobar, the rise of the Cali cartel will take center stage, with Helmer “Pacho” Herrera and Escobar’s former partner, Gilberto Rodriguez Orejuela, running the cocaine business in Colombia.


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