A lorry has been spotted - and I'm not kidding - 'sniffing lines' off the road in the street.
It has been branded as a publicity stunt for Netflix's new series Griselda, which stars Modern Family's Sofia Vergara as cocaine godmother Griselda Blanco.
Take a look at the bizarre marketing ploy below:
I bet you thought that you'd never see a cocaine-fuelled lorry making its way down the street.
But as fate would have it, we've now all seen a large vehicle roll down a road, not leaving a speck of powder behind.
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Griselda has been one of Netflix's best received shows so far in 2024, seemingly taking the spotlight from Fool Me Once.
The series follows the rise of 'Cocaine Grandmother' Griselda Blanco as she builds her drug empire after moving from Colombia to Miami in the 1970s.
Blanco was known as a cold-blooded ruler, killing several people who got in her way, including her husbands, though she did also enjoy a good party and sexual encounter here and there.
Griselda only came to our screens on 25 January, and already boasts a score of 88 percent on Rotten Tomatoes, and 7.5/10 on IMDb.
But Netflix seems to have felt this isn't enough, and has gone a step further with their marketing.
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The lorry was filmed sniffing lines of what we can only assume is salt/sugar/gravel off the roads of France.
There were several lines of the stuff strategically placed for the lorry to roll over and vacuum up into its tank, grabbing the attention of the on-looking public.
'GRISELDA' was displayed on the side of the lorry in huge, golden letters to highlight what was being advertised. Not exactly subtle.
Simply posted with a caption of numerous question marks on the official French Netflix account, they simply commented 'The Griselda series is available' below the bizarre video.
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To call it unique form of marketing would be an understatement, but it has got a lot of people talking about it online.
People in the comments were quick to share their thoughts on the 'cocaine truck'.
Disclaimer: These are all translated from French.
One user said: "Weird to suck sugar through a straw"
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Another commented: "WTF is this."
A third shared: "Griselda likes sugar a lot I think."
A fourth added: "Not very subtle, but effective."
If this is the push you needed to check out the series, Griselda is now available to stream on Netflix.
Topics: Netflix, TV and Film, Twitter
Joshua Nair