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.”