The New Normal Explores Cannabis Use and Was Directed by Spike Jonze
Ellen Smith — 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
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
Trend Themes
1. Destigmatizing Cannabis Use - Opportunities for disruptive innovation lie in creating campaigns and initiatives that challenge negative stereotypes and perceptions surrounding cannabis use.
2. Multimedia Marketing Campaigns - There is potential for disruptive innovation in utilizing various forms of media to promote and educate about the benefits and history of cannabis use.
3. Addressing Racial Inequality in the Cannabis Industry - Innovations focused on addressing racial disparities and injustices within the cannabis industry can lead to positive change and greater inclusivity.
Industry Implications
1. Dispensary Chains - Opportunities for disruptive innovation in the dispensary industry include creating inclusive and educational marketing campaigns that help destigmatize cannabis use.
2. Media and Entertainment - Disruptive innovation opportunities in the media and entertainment industry involve collaborating with influential figures and using storytelling to reshape perceptions of cannabis use.
3. Criminal Justice Reform - Addressing racial inequality and unjust incarceration surrounding cannabis use presents opportunities for disruptive innovation within the criminal justice reform sector.
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