Black-owned cannabis brand Viola launches its first video ad to help each user find their vibe. The 90-second spot, the brand’s first due to the difficult process of marketing the federally illegal substance, is a comedic collection of four vignettes narrated by recording artist Guap, each coordinated with a group in the “Viola Vibes System.”
The “Viola Vibes System” categories are meant to demystify the process of selecting the right strain of cannabis for each user as more markets legalize recreational use. In one storyline, a woman is stressed that her plants aren’t thriving, despite her husband’s protests that she should just enjoy the day.
“If anything happens to this plant, I’ll just die,” the woman laments. Her husband presents her a package of Viola’s “Kick Back” flower, from one of the “Vibes System” groups. According to Viola, this weed is best to smoke when “you want to enjoy the wave and take in all the scenery around you.” Later, a newspaper boy lobs the couple’s delivery straight into the potted plant, shattering it, but its owner is too chilled out to care.
Similarly, a man struggling to get his lawnmower in working order benefits from “Get Up and Go,” a woman unable to tune out the urban soundscape around her during a meditation session lights up a packet of “Lights Out” and a pizza deliverer gets down at a customer’s party with the help of “Good Times.”
The campaign will air on digital platforms—YouTube, Instagram and Twitter—as well as launch in-person activations inspired by the “Viola Vibes System” in Los Angeles, Detroit and Colorado throughout the coming months. The cannabis brand will also launch a digital “What’s Your Vibe?” quiz to aid in the strain selection process.