You're more stoned than you think, suggest these hilarious Canadian road safety ads

PSAs by McCann come a year after cannabis was legalized in Canada

Published On
Aug 12, 2019

Editor's Pick

A year after Canada's nationwide cannabis legalization, a series of PSAs from the Government of Ontario sets out to warn Canadians that, despite the fact they think they're only a little bit high, it's still too much to drive a car.

The spots, created by McCann Worldgroup Canada, show a diverse group of pot-smokers engaged in weird, quirky interior monologues assessing their mental status while stoned. They set out to show how absurd the average pot-smoker looks, from the outside, while calculating his or her own sobriety while high; for example, thinking your smoky eye looks really cool, wiggling your toes on the carpet or just doing a weird little dance that you think is hardly noticeable.

The creative comes after the agency conducted field research and focus groups among Canadian millennials that showed many simply do not understand how high they are or how long their high lasts. "The idea that being a little stoned and getting behind the wheel is OK is both pervasive and untrue,” says Josh Stein, executive creative director McCann Toronto.

He adds: “The goal of the campaign is to start a conversation about being more mindful of driving while high. The humor in the TV spots is quirky, but the subject is the very human behavior of judging one’s level of being high. We want to plant the seeds of what we know is going to be a much longer cultural conversation. It took years and years of advertising to curb drunk driving.”

 

 

 

Credits

Date
Aug 12, 2019
Client:
Government of Ontario
Agency:
McCann Worldgroup
Executive Creative Director:
Josh Stein
Art Director:
Rob Trickey
Art Director:
Brennen Robinson
Copywriter:
Chris Duffett
Copywriter:
Osman Rahmani
EP/Director of Production:
Jacqueline Bellmore
Account Team:
Tracy Curtis
Account Team:
Michelle Li
Strategy Team:
Dustin
Strategy Team:
Anna Jean Lloyd
Director:
The Perlorian Brothers
Production Company:
Soft Citizen
Exec Producer:
Eva Preger
Exec Producer:
Link York
Exec Producer:
Rob Burns
Line Producer:
Merrie Wasson
Director of Photography:
Mikail Petrenko
Production Designer:
Alexis DeBad
Casting House:
Jigsaw Casting
Casting Director:
Shasta Lutz
Post Production:
Saints Editorial
Post Producer:
Tory Osler
Editor:
Griff Henderson
Assistant Editor:
Kerstin Juby
Executive Producer:
Tory Osler
Transfer Facility/Color:
Alter Ego
Colorist:
Wade Odlum
Online Facility:
Craft
Online Artist/VFX Artist:
Ben Spergel
Executive Producer:
Grant Pye
Music House:
Pirate Toronto
Audio Director/Producer:
Tom Eymundson
Engineer:
Kyle Anderson
Producer:
Maggie Blouin-Pearl
Music:
“LPGs over Hawaii”- by Solvent

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