We see a young man enjoying his weekend by indulging in some marijuana. It’s pretty clear that he’s stoned. He decides to order some pizza from the comfort of his couch. He makes the call and makes his order, sits back and relaxes to the sweet sounds of reggae. Now, this is the point in the ad where our hero experiences a pretty well-known side-effect of smoking marijuana; memory loss. He snaps out of it, picks up his phone and makes the same order again like it was the first time he was doing it. Poor guy. Luckily for him, he needn’t worry about spending too much on call minutes as with his mobile provider, he gets double his voice bundle.

When the use of marijuana in a home environment became legal in South Africa in September last year, conversations hit epic proportions. Whether people were for it or against it, they were talking about it — a lot. And, since then, it has been consistently one of the biggest cultural triggers in SA. A trigger that we could no longer ignore.