THE ANTICIPATION BEHIND ‘MEDUSA’

Sancho BBDO, one of the most awarded agencies in Latin America and ranked for several years as the most effective in the world by the Effie Index, developed a disruptive launch strategy for Netflix that broke conventional rules—both in Colombia and abroad.
Medusa, a series centered on the internal conflicts of a powerful family from Barranquilla—a coastal city on Colombia’s Caribbean shore—sparked a national debate even before its release. What appeared to be a case of censorship by a real-life elite family quickly turned into a compelling narrative that transcended traditional marketing expectations.
At the core of the campaign was a structured and believable storyline that led the public to wonder whether the series was being silenced by powerful interests.
To make the story feel authentic, Sancho BBDO brought in a public figure who perfectly fit the strategy: Abelardo de La Espriella, a high-profile Colombian lawyer known for his polarizing opinions, frequent media presence, and history of representing influential political and business figures. Without being a traditional influencer, De La Espriella became the silent catalyst of a national conversation that went far beyond entertainment.
COLOMBIA: WHERE POLITICS, MEDIA AND POP CULTURE COLLIDE
To understand the impact of the campaign, it’s important to grasp the cultural context. In Colombia, issues like censorship, media influence, and political power are highly sensitive topics. The idea that a powerful family could suppress a Netflix series didn’t just seem plausible—it felt real.
The timing was strategic. The campaign coincided with two major events that placed Barranquilla in the spotlight: the city’s annual Carnival, declared an Intangible Cultural Heritage by UNESCO, and a massive concert by global pop icon Shakira, who was born in the city. Amid this media storm, Medusa inserted itself as a narrative strong enough to compete for attention.
AN INFLUENCER THAT DIDN’T LOOK LIKE ONE
Sancho BBDO identified a key insight: in an oversaturated media landscape, the most effective voice isn’t necessarily a celebrity, but someone credible—someone who fits naturally within a story and can fuel real discussion without appearing to be part of a campaign.
Abelardo de La Espriella was the perfect choice. In addition to his legal background, he has developed a personal brand—De La Espriella Style, a luxury fashion line—and cultivated an image of sophistication, authority, and controversy.
From the outset, the agency and De La Espriella collaborated on a carefully scripted role designed to spark real public reaction without crossing legal boundaries or damaging his reputation. Every appearance, statement, and social post was orchestrated to maintain the illusion while fueling the narrative.
“This is going to cause a stir,” said De La Espriella during the planning phase. And it did.
HOW THE STORY WAS BUILT
1. Creating the conflict
The idea that Medusa had been censored by a powerful family triggered organic discussions on freedom of expression and elite influence over the media.
2. Building credibility
De La Espriella became the campaign’s anchor. His controversial profile and real-life legal background lent authenticity to the story. The agency worked closely with him to refine the messaging and protect his public image.
3. Driving the conversation
Journalists, opinion leaders, and political figures joined the debate, placing the series in the national spotlight even before its release.
4. Revealing the strategy and expanding the debate
Once it was disclosed that everything was part of a marketing campaign, the conversation didn’t stop—it evolved. New discussions emerged around narrative marketing, disinformation as a creative tool, and the ethical boundaries of public figures in advertising.
RESULTS: A CAMPAIGN THAT WENT BEYOND BORDERS
Medusa became Netflix’s most-watched global release during its first week.
In Colombia, Google searches for the series jumped by 250% in the first few days.
Over 3 million social media mentions kept it trending for weeks.
International media picked up the story, expanding its impact beyond the local market.
A NEW STANDARD FOR NARRATIVE MARKETING
Marketing studies have shown that public figures with topical credibility can generate up to 40% more engagement than traditional influencers. In media-heavy markets, audiences respond more strongly to authentic, story-driven content that taps into real social tensions.
Netflix has deployed disruptive campaigns worldwide—like projecting La Casa de Papel icons onto national monuments or creating immersive experiences for Stranger Things. Yet the Medusa campaign marked a turning point: it became a political and cultural conversation rather than just a brand activation.
Sancho BBDO and Netflix achieved what few campaigns do—placing the product at the heart of the national conversation without explicitly promoting it. This wasn’t just advertising; it was a narrative built to be discovered, not announced.
The Medusa case invites a larger question for the industry: how far can a campaign go to spark genuine conversation? And what new rules are emerging as storytelling, truth, and advertising converge in the digital age?