Netflix wanted to promote Narcos Mexico series to Thai audience with a big, bold, crazy idea and get them hooked. But to promote a series filled with sex, drugs and violence in a country that censors everything even cartoon characters’ swimsuit was not easy. In Thailand, everything that deems “inappropriate” cannot be overtly revealed. Even with a rating system, the censorship still censor inappropriate content. That’s why Thais hate censorship. And that’s also why it’s perfect for our idea. As people are already so familiar with the concept, promoting a series with raw and hardcore content through it would only highlight them. So, to invite people to watch the uncut version on Netflix, we launched “Narcos The Censor’s Cut” out there. Every media monitored by censorship were used in a way that nobody has before. That is, giving 100% cooperation.

Netflix was launching Narcos Mexico in Thailand, but to promote it in a country that censors everything - even cartoon characters’ swimsuit - was not a simple task. “Cut out inappropriate content” is a very common comment made by Thai censorship. So common that most advertisers would assume it beforehand and find ways to avoid the comment and the complications it entails. Just like that, no one has thought of literally cutting out inappropriate content from their ads ever before. Except us. Put simply, we designed our campaign by following the law. Playing with the censorship was a shortcut to people's hearts, to a point where the internet came together to help retouch our content to get it past censorship.