Publicly-traded cannabis company MedMen recently completed a TV commercial directed by Spike Jonze that will air on several mainstream TV streaming services, Fast Company reports.
The advertisement focuses heavily on the history of cannabis in America as well as the many social justice ills that have been created by prohibition.
Jesse Williams, former star of Gray’s Anatomy, is featured in the short and has spoken to reporters about his passion for the social justice aspect of the commercial. In fact, to make the project resonate with the issues at hand, the team strived to find production crew, artists, and even catering staff who had been either incarcerated or negatively impacted by “predatory drug laws.”
MedMen has been aggressively positioning itself as a major player in the national and international cannabis space, purchasing companies and brands in many different states. This latest marketing effort is expected to further that goal and will be broadcast on the streaming channels of Bravo, CBS Sports Network, Oxygen, MSNBC, Lifetime, and Food Network. A print campaign associated with the video will also be displayed in GQ, Us Weekly, and Rolling Stone.
“We still can’t work with Instagram, Facebook, and Google, but we continue to build those relationships, and over time I firmly believe they’ll open up as well,” said MedMen Chief Media Officer David Dancer.
Check out the two-minute advertisement below: