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Stigma-Fighting Cannabis Ads

The New Normal Explores Cannabis Use and Was Directed by Spike Jonze

— February 26, 2019 — Marketing
The dispensary chain MadMen has tapped director Spike Jonze for a two-minute ad spot dubbed 'The New Normal' that explores the history of the prohibition of marijuana, in an effort to continue to destigmitize cannabis use.

The artful ad serves as an extension of the chain's multimedia marketing campaign of an eponymous name, and while the larger campaign is dedicated to the normalization of cannabis use, the ad shines a light on the racial inequality the industry still faces, namely, criminal injustice. The ad, which stars Jesse Williams, reminds the viewers that some men and women are spending up to 25 years in prison for doing something that calms anxiety, and relieves pain.


Image Credit: MadMen
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