Five years ago, Breaking Bad took a victory lap at the Emmys, winning five awards for its final season including outstanding drama series and acting trophies for stars Bryan Cranston, Aaron Paul and Anna Gunn.
On Sunday night, the show once again found itself in the Emmy spotlight—this time because Netflix unveiled footage from its upcoming Breaking Bad movie in an ad that aired during the ceremony on Fox.
The film—called El Camino: A Breaking Bad Movie—sees Paul reprise his role as Jesse Pinkman, who ran a meth empire with Cranston’s Walter White, and picks up shortly after the events of the 2013 series finale.
In the spot, Pinkman is in a car, crying silently as he listens to a radio broadcast recounting the events of the series finale’s final moments, and mentions that police are looking for “a person of interest who fled the scene”—him.
The movie will debut Friday, Oct. 11 on Netflix, and will also be released in select movie theaters. It will air on AMC—Breaking Bad’s cable home—early next year.
It was only a month ago that Netflix first revealed the existence of El Camino, which was shot in secret over the past year by writer/director Vince Gilligan, who created Breaking Bad.
In addition to the El Camino spot, Netflix ran three other ads during the Emmy ceremony for high-profile shows, most of which the streaming service hopes will be honored during next year’s Emmys.
Netflix also ran spots for drama The Politician, from Ryan Murphy, starring Ben Platt as a wealthy Santa Barbara, Calif. high schooler who wants to be elected student body president, on his path to becoming President. The ad features costars Gwyneth Paltrow, Jessica Lange, Bette Midler and Judith Light. The series debuts this Friday.
It offered a first look at Season 3 of The Crown, which will see Olivia Colman take over the role of Queen Elizabeth from Claire Foy, who played the part for the first two seasons. That show returns Nov. 17.
Also featured was a spot for the movie American Son, an adaptation of the Broadway play with Kerry Washington and Steven Pasquale reprising their roles. It debuts Nov. 1.
For several years, Netflix has aired splashy ads during award shows. In 2017, it ran a spot during the Golden Globes for the zombie series Santa Clarita Diet, though the clever spot initially appeared to be a weight-loss ad featuring the show’s star, Drew Barrymore.