Washington-based Mirth Provisions has debuted what it's billing to be the first-ever commercial for a marijuana edible, a hilarious music video showing partiers under the influence of the various varieties of the company's "Legal" brand tonics.
The four tonics -- Lemon Ginger (Indica), Pomegranate (Sativa), Rainier Cherry (Hybrid) and Cranberry (CBD), are strain-specific, with formulations that pair the marijuanas' particular cannabinoids with fruit terpenes to enhance effect of the cannabis in each variety of the drink.
Created out of Portland-based Sockeye, the "Legal" music video has a ton of fun illustrating each flavor through the lens of individual party-goers at a backyard barbecue. An indie band plays and serves as bard, introducing the woman who slows down after sipping Lemon Ginger, the dude who drinks Pomegranate and strips while dancing and randomly spots a dog out of the corner of his eye, another guy who just chills after drinking Cranberry and the lady who becomes intensely focused and cleans up the whole yard after sipping Rainier Cherry.
Thanks to Legal, each seems to have a unique experience, relayed with expert editing and funny, deft direction from independent film helmer James Westby ("The Auteur," "Film Geek").
"This is advertising for an industry where it hasn't existed yet," said Sockeye's Executive Creative Director Peter Metz in a statement. "It's like the 'Wild Wild West.' That said, we wanted to come at it with the utmost integrity and creativity -- engaging and educating an increasingly sophisticated audience."
The music video debuted on YouTube today and was teased over the past week with 15-second cutdowns on social media.
"With Mirth, we've always tried to operate with intelligence," said Metz. "From the branding, to every bottle and case designed, we've tried to elevate the conversation ... even if it was a conversation that wasn't out there yet."