In the new ad for marijuana retailer MedMen, we get taken through a museum exhibit depicting the history of marijuana in the United States–from George Washington growing hemp to Reefer Madness to the 1980s drug war to just regular suburban folks lighting up. Directed by Spike Jonze and narrated by Jesse Williams, The New Normal is an elaborate Mannequin Challenge, and essentially a two-minute defense of weed being no big deal.
As cannabis legalization–and the growth of the cannabis industry overall–have become more established and less of a curiosity, so too has its advertising. The theme of normalization in the campaign is represented in how the new ad was even made in the first place, with a mainstream major agency like Mekanism and A-list talent like Spike Jonze and Jesse Williams. “A couple of years ago, agencies and talent like this probably wouldn’t have been interested in working in cannabis, so I think it’s a milestone moment,” says MedMen CMO David Dancer.
Early MedMen marketing revolved around common stereotypes of weed users. Its “Stoner” campaign featured portraits of grandmas, cops, and entrepreneurs as cannabis consumers. Dancer says that while normalizing cannabis is still very much the brand’s goal with its advertising, there’s also been a slight shift in how they do it. “One thing is moving into more benefit-driven messaging, to make sure those who are new to cannabis, or thinking about trying it, can start to understand some of the potential benefits of cannabis,” he says.
