We’ve seen a fair bit of creative advertising over the years. The latest commercial for marijuana retailer MedMen (which, for the record, is a fantastic name) ranks up there as one of favorites for its production value, creativity and topical message. The New Normal is a collaborative project between director Spike Jonze and actor Jesse Williams that tackles the United States complex history with cannabis. The two minute short delivers it’s message about the normalization of cannabis with a journey through important parts of history like Washington’s hemp production, Stop and Frisk, Reefer Madness, prohibition and the counter culture movements in a gorgeously shot collection of Mannequin Challenge style scenes.

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