Thursday, May 10, 2012

First TV ad from legalize-marijuana group debuts

Posted by on Thu, May 10, 2012 at 3:00 PM

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If you want to get your mom something she really won't expect, how about a conversation about how much you like smoking weed instead of getting wasted, like you did in college? That's the trade-off the Campaign to Regulate Marijuana Like Alcohol is proposing in its new commercial set to roll out just before Mother's Day.

"Dear Mom," it begins, showing a pretty twenty-something wistfully e-mailing her mom in the middle of the park. "When I was in college I used to drink a lot. It was kind of crazy. But now that I’m older, I prefer to use marijuana. It’s less harmful to my body, I don’t get hung over and honestly I feel safer around marijuana users. I hope this makes sense, but if not let’s talk. I love you."

So ... I know what the pro-Amendment 64 folks are trying to do, but I'm not sure it's working here. Saying that marijuana can be used to come down from the day, just like alcohol, is understandable. But when the premise is "I used to drink a lot," it seems the equivalent would logically be, "but now I just get super-duper baked and hang with my chill buddies!"

And not that there's anything inherently wrong with that either — I personally promise — but it probably won't help sway the voting undecideds. I imagine them responding about as well as they would to a joke from the incomparable Mitch Hedberg: "I used to do drugs. I still do, but I used to, too."

Of course, the claims made in this, and other advertisements from the effort, are solid: There are no hangovers, and the marijuana users I know are slightly less threatening than my napping grandmother. And other pitches by from the CTRMLA have seemed right on.

But this one is just a little off.

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