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.

To normalize cannabis we first had to contextualize its history. Therefore, we distilled decades of American history, from George Washington’s hemp farm to Woodstock, into the familiar medium of a museum diorama. Moving through this space the film continually challenges the audience with scenes detailing the injustices of prohibition cast with real people who lived through it, culminating in an optimistic vision of the future where cannabis is no longer stigmatized.

Up until now cannabis advertising in the U.S. has been dominated by vague lifestyle and product messages. With this campaign MedMen has become the first brand to speak to the complexities of the struggle for normalization, creating a meaningful new conversation in this emerging industry. The film is meant to celebrate those who have benefitted from the healing properties of cannabis, to honor those who were once wronged, and ultimately invite the cannabis curious into a world where bringing home a bag from MedMen is just as normal as a trip to the grocery store.

MedMen - The New Normal

CREDITS

Gold partners