LOS ANGELES, 25th Feb -- InvestorsHub NewsWire -- MedMen
Enterprises Inc. (“MedMen” or the “Company”) (CSE:
MMEN) (OTCQX: MMNFF) (FSE: A2JM6N) rewrote
history yesterday with the debut of a disruptive new commercial
that chronicles the American history of cannabis. Supported by the
most expansive integrated marketing campaign the company has
executed to date, The New Normal is directed by
Academy Award-winning storyteller Spike Jonze and features actor
Jesse Williams, best known for his longstanding activism and
starring role in Grey’s Anatomy. The ad furthers
MedMen’s vision where legalized and regulated cannabis creates a
safer, healthier and happier world. Founded in 2010, MedMen is
known for its disruptive advertising campaigns, innovative approach
to cannabis retail and progressive legalization efforts.
“Cannabis is part of our country’s history.
We’ve moved away from the propaganda of the past and into a world
where cannabis is the new normal. We want this commercial to
educate and embolden in equal measures. This is our opportunity to
make a statement on a national stage”
The diverse creative team behind the project includes actor
Jesse Williams, director Spike Jonze, Academy-Award nominated
cinematographer Bradford Young and production designer James
Chinlund, who is currently working on the upcoming Lion
King movie.
MedMen launched a 360-degree approach to The New
Normal campaign, which includes spots on connected TV
networks (including Bravo, CBS Sports Network, Oxygen, MSNBC,
Lifetime and Food Network), 80+ out of home assets, print ads
(including national ad placements in Rolling Stone and US Weekly),
Sirius XM, native integrations with Complex, podcasts and
terrestrial radio, digital, pre-roll and programmatic ads. MedMen
will also be advertising for the first time in hundreds of movie
theaters across California, Nevada, and Michigan.
The commercial chronicles society’s evolving perceptions of the
plant, from pre-prohibition to the modern industry of today. While
looking back through America’s history, from George Washington’s
hemp farm, to Reefer Madness propaganda, The New
Normal takes the audience on a journey through the
injustices of the past and a hopeful view for the future. Jonze and
Williams collaborated to ensure that much of the commercial’s cast
and crew had a personal real-life connection to the plant. Those
individuals included military veterans who use cannabis to treat
their PTSD, a former NFL football player who uses it as a
substitute for opioids, victims of racial profiling and those who
work in the emerging industry.
Jesse Williams, who also co-wrote the film with Jonze, will
appear on the cover of EMBER volume 4, MedMen’s in-house magazine.
The magazine will be free with purchase at every MedMen store
beginning February 25, 2019. It will also be distributed at Barnes
& Noble bookstores nationwide and select boutiques, hotels and
restaurants.
In addition to the commercial, Spike Jonze is creating a short
documentary with filmmaker Molly Schiot that was shot on set and
explores the themes of the short film in more detail. It was
important to all involved to tell the stories of cast members who
all have their own relationships with cannabis,
including: veterans who have found cannabis as a way to
treat themselves, former law enforcement, formerly
incarcerated drug offenders and young entrepreneurs in
the cannabis industry.
All of this content as well as a brief history of cannabis and
more is available on www.medmen.com.
Jesse Williams commented, “The highly selective criminalization
of one plant, with flagrantly harsher punishments for one
community, must be acknowledged and left behind for something more
reasonable, realistic and fair. It’s pretty clear that Americans
are ready to exist beyond a few inherited hypocrisies. We deserve
the opportunity to make this right. We can do, and feel,
better.”
“When I read the premise about telling the
story of the history of cannabis and our country, there was
something that moved me about it. I apologize for using such a
2010’s word, but it felt healing to me. I didn’t know much about
the specifics of the history, but as I learned about it, I felt
like it was a story of a very dysfunctional couple. The
relationship started in such a healthy place, with even our
Founding Fathers having hemp farms, but it got so tragically messed
up in the 80 years of prohibition that we couldn’t see straight. It
was shocking to just sit in all the stories of so many people and
so many lives that were unfairly hurt by the prohibition and the
fear that was stoked by it, especially people of color. And it
wasn’t just their lives, it was their families, too. And now
we are starting to come out of it. We are at that point in a
relationship where a couple is calming down after a fight and
realizing how irrational they were and trying to make amends. I've
never been into pot much or a huge advocate for legalization, but
I’ve always supported it because it seemed absurd for the reasons
we all know. And it always felt inevitable. But getting to do this,
I got to learn the bigger picture of the whole story. I feel so
hopeful, but the thing that sticks with me and upsets me is that
there are still so many people that are still locked up for this
plant that is now legal in so many places. That doesn’t make
sense,” Spike Jonze stated.
“Cannabis is part of our country’s history. We’ve moved away
from the propaganda of the past and into a world where cannabis is
the new normal. We want this commercial to educate and embolden in
equal measures. This is our opportunity to make a statement on a
national stage,” said Adam Bierman, MedMen’s CEO &
Co-Founder.
ABOUT MEDMEN:
MedMen is a cannabis retailer with operations across the U.S.
and flagship stores in Los Angeles, Las Vegas and New York.
MedMen’s mission is to provide an unparalleled experience that
invites the world to discover the remarkable benefits of cannabis
because a world where cannabis is legal and regulated is a safer,
healthier and happier world. Learn more at http://www.medmen.com.
SOURCE: MedMen Enterprises
Contacts
MEDIA CONTACT:
Briana Chester
Director of Public Relations
Email: briana.chester@medmen.com
(424) 889-4260
INVESTOR RELATIONS CONTACT:
Stéphanie Van Hassel
Head of Investor Relations
Email: investors@medmen.com
(323) 705-3025
MedMen Enterprises (CSE:MMEN)
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MedMen Enterprises (CSE:MMEN)
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