Maybe it was the ski masks that did it.

Or it could have been the steely look in the eyes of Lake County, Fla., Sheriff Peyton Grinnell as he deadpanned: “We are coming for you. Run.”

Perhaps it was the muted background music: an eerie melody that wouldn’t have been out of place in a Batman movie.

In the end, what could have been an unremarkable public service announcement about opioid abuse in Lake County spread widely on the internet, garnering about a million views on the Facebook page of the sheriff’s office, where it was first posted Friday. It sparked concerns about police militarization and drew more than a few comparisons to Islamic State recruitment videos.

But many residents of Lake County seemed to respond positively, thanking the sheriff for drawing attention to a deadly scourge that has altered communities beyond recognition.