Onyx Collective's Deli Boys is an American comedy series that follows two Pakistani-American brothers living in Philadelphia who must radically alter their lives to run a drug empire their late father left to them, all while continuing to work at a small grocery, and hiding everything from the rest of their family. To promote the new series, Onyx Collective built a digital campaign consisting of trailers, promos, and spots, all designed to hype the show with a focus on the comical chaos of crime. Each video builds on the same humor and tone of the series itself. Focused on brothers Mir (Asif Ali) and Raj (Saagar Shaikh), and their Auntie Lucky (Poorna Jagannathan), the trailers give a crash course on the whirlwind misadventures of the boys, from being deli clerks to crime bosses. This entry is designed to capture the audience utilizing a bombastic, explosive tempo that doesn't let up, coupled with very real, chaotic humor, and wraps it all up in the culture of Pakistani Americans. The novel approach to crime storytelling and the relatable approach of the protagonists allow the campaign to offer an easy entry point for potential viewers, who will find the comedy of the series attractive. Each video provides a different slice of the world presented and focuses on different plot and character elements to underline the surprising depth that a comedy crime series can offer.