Colombia’s most notorious cocaine kingpin is now its latest cultural export, thanks to the success of soap opera “Escobar: The Boss of Evil.”

A very maniacal-looking Pablo Escobar watches commuters as they make their way to subway platforms throughout New York City, part of an ad campaign launched Monday for the Colombian telenovela that has made its way to North America by way of the Spanish TV network Telemundo.

The Boss of Evil, about the rise and fall of the Medellin drug lord, broke TV viewership records in Colombia earlier this summer. It has fared similarly with North American audiences, becoming the second-most watched premier in Telemundo history with about 2.2 million viewers when it first aired on July 9.