The National Organization for the Reform of Marijuana Laws (NORML) wants you to be able to smoke weed legally and they hope to spread the word at the single biggest sporting event in the world, and apparently so does everyone else. The marijuana legalization advocacy group currently has the highest number of votes in a contest in which the winner will have their ad produced and submitted for broadcast during the Super Bowl. The group has advanced to Round 2 of the contest and entries deemed finalists from this round will be informed on October 29th.
It’ is still unclear how the company hosting the contest, Intuit, feels about the possibility of the commercial spot “going green,” but brand analyst Peter Madden recently spoke to CNN about the issue. “Intuit leadership is surely wringing their collective hands over the matter,” said Madden. “Though marijuana isn’t as taboo a subject since its legal approval in varying states, it is the equivalent to a scarlet letter — albeit one tainted green — that their brand is now forced to wear. Such is the danger to brands who go the contest route.”
The decision on whether or not the ad would air would be made by FOX, the network that will broadcast the Super Bowl and the NFL will most likely have some influence on the matter.
Earlier this month, the Marijuana Policy Project posted a billboard ad across from Denver’s football stadium. The ad urged the National Football League to “Stop Driving Players to Drink.” Referring to Colorado’s new marijuana legalization law, the ad notes, “A safer choice is now legal (here).”
This summer, the same group briefly ran a video ad promoting the legalization of marijuana, on a screen outside a NASCAR event at the Indiana Motor Speedway. It was pulled several hours after it began running.
While the fate of the contest and the possible “green” ad is still up in the air, the people are surely making their voice heard, and they are casting their vote for “Mary Jane.”