“Several sensibilities were hurt”: an expert analyzes the controversial ad removed by Netflix

Series Griselda of Netflix has been the talk of the town since its premiere in the final weeks of 2023. Based on true events, this production starring the famous actress Sofia Vergara focuses on the life of Ana Griselda Blanco Restrepo.

Also known as “the godmother of cocaine” Blanco dominated the Miami drug market in the 1980s. It is even implied that The Colombian had more power than Pablo Escobar drug dealer on whom Netflix based the popular series Narcos (2015).

One of the advertisements produced by Netflix France caused such a stir on social networks that it had to be deleted from the account due to the criticism it aroused. It was a video of a huge truck on the streets of Paris, “suck up” lines of white powder in the middle of the street.

Of course, this video is a modification made with artificial intelligence. This technique has been used several times by Netflix to promote other series, virtually modify the public space in a video which is then broadcast on social networks. Another recent case is the advertisement made to promote the last season of the series Sex Education, in which a condom for Obelisk from the city of Buenos Aires.

Maciel Campos, director of the School of Advertising and Public Relations University of the Americas describes this strategy as a bad decision to capture the attention of new subscribers on the platform. “The possibility of driving away the public will be minimal, but the confusion and noise will be maximum” comments for Qué Pasa.

According to the academic, “capturing people’s attention must be done elegantly, not with discomfort or controversies that could bring credits immediately, but not in the long term . Good advertising is and will remain the refuge of astonishment, admiration and humor, but it is an immense responsibility because this cannot be done at any cost “, Campos explains.

The entertainment company had to remove the post from all of its social networks , after being filled with comments of disgust. Something similar happened with the Obelisk incident, in which users accused Netflix of damage the image of an important historical monument for the trans-Andean country.

“Even if we are talking about simple entertainment here, the controversial video features digital animation, because the suction mechanism works suspiciously without a motor and no pedestrian finds what is happening under their noses unusual. Its effect, its meaning and the company’s signature identity are anchored in raw and literal communication. », establishes the academic.

We know that Netflix subscriptions, which at the time was the giant that bankrupted Blockbuster, have crossed instability due to changes in the market streaming . This is due to competition with other platforms such as HBO Max and Amazon Prime, in addition to the price increases and restrictions that apply to accounts on the platform, which has worked to prevent the sharing of passwords between those who do not pay a subscription.

These changes were reflected in elimination of some of its contents in the catalog , as were all Disney films and the Star Wars franchise, which are no longer available since Disney announced its own platform. On this subject, Campos comments that “We can’t satisfy everyone, that’s why there is an à la carte streaming offer. . From heartbreaking dramas, to classic or fashion films, and of course also including series on drug trafficking, fiction of course, but they also deserve to be communicated without cheating on the company’s image. “

Narcoculture is a term used by academics to describe the “fascination” we have for drug trafficking and the easy money it brings, in addition to the luxurious lifestyle which can be associated. This is the word that some use to explain the success of series like Narcos (2015) or singers like Lightweight in the content of which these subjects are addressed and have received an “uncritical” reception from the public.

“Netflix always plays on the limit, but this time, several sensitivities have been affected” Campos explains about the Griselda ad video. This is the company’s latest production in which narcoculture can be interpreted to have screen space, and it has sparked debate on social media about the negative stigmas it promotes about the culture Latin, notably in Mexico and Colombia.

The success of the series is even reflected in some of the most popular TikTok trends of the moment, in which women identify with Griselda’s life or personality in the role of Sofia Vergara.

“If you pay attention, real advertising has never been about placing products or services in public or virtual spaces, it’s not even about reciting the virtues or characteristics of brands. The most illustrious and honorable advertising has always penetrated minds through ideas, to be evaluated and selected by the public, because it is the public who chooses and determines their value, but this must be done without danger, without fear of falling into a trap,” says the academic.

So far, the entertainment company has not responded to this controversial video. There was also no mention of publicity for the Obelisk, but if it happened at least twice, there is no doubt that they may not consider it bad publicity.