Spike Jonze directs pro-marijuana legalization ad for MedMen
MedMen, a US cannabis company, commissioned filmmaker Spike Jonze to create a short film advocating for marijuana legalization. The video, narrated by actor and activist Jesse Williams, uses fluid tracking shots through dioramas and tableaux vivants to trace the history of cannabis consumption. It begins with George Washington cultivating marijuana, moves to the 1936 propaganda film Reefer Madness, and ends with current harsh penalties of up to 25 years for possession. The film argues that legalization could transform cannabis from a counterculture symbol to a cultural emblem, creating economic benefits and jobs by regulating the black market.
Key facts
- MedMen commissioned Spike Jonze to create a marijuana legalization ad
- The video is narrated by Jesse Williams
- It uses dioramas and tableaux vivants to depict cannabis history
- The film starts with George Washington growing marijuana
- It references the 1936 film Reefer Madness
- Current penalties for possession can reach 25 years in prison
- The ad argues legalization could create jobs and regulate the black market
- The campaign aims to redefine cannabis as a cultural emblem
Entities
Artists
- Spike Jonze
- Jesse Williams
- George Washington
Institutions
- MedMen
- Artribune
Locations
- United States