This film by Spike Jonze marks the first spot for the MedMen brand and first major film for a cannabis brand in the United States. “The New Normal” explores the complex history of cannabis in America through the injustices of prohibition, challenging the stigma surrounding cannabis use. The camera seamlessly journeys through powerful historical moments in a diorama set where a cast of real people affected by prohibition bring each scene to life, culminating into an optimistic future where buying cannabis is as normal as buying groceries.

The films vision is grounded in the historical diorama which gives context to cannabis history in a manner that is both immediate and permanent. The frozen actors amplify the personal and emotional toll of the 80 years of institutional prohibition. The cast were non-actors chosen for their real stories of unjust persecution and the wellness they have found in using cannabis. Featuring veterans with PTSD and survivors of mental and physical trauma, all who have found relief with the use of cannabis brings a powerful authenticity to the film. The result of these directorial choices is a new kind of history lesson that is emotionally raw and provocative. Moving the narrative from one of persecution to acceptance and wellness.

To normalize cannabis we first had to contextualize its history. Therefore, we distilled decades of American history, from Washington’s hemp farm to Woodstock, into the familiar medium of a museum diorama. Moving through this space we continually challenge the audience with scenes detailing the injustices of prohibition cast with real people who lived through it. We leave the audience with a message of hope, punctuated by an idyllic scene of the future where cannabis is no longer stigmatized.

Run dates

• Video Launched on 2/24/19

Target Audience

• Adults 21+

Media

• Video ran on Streaming / Connected TV (multi-state), in Cinema (multi-state), Digital

Video (multi-state), and Digital Partnerships with sites like Complex.com

360 campaign support included Podcasts, Terrestrial & Digital Radio, Out-of-Home, and Print.

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