Let’s start with its coolness. Not a single advertising creative worked on weed throughout the 20th century and yet weed was somehow gifted with the kind of prestige for which companies like Nike or Red Bull would have paid millions. Not just that, but weed got endorsed by the most famous people on the planet. Imagine what it would have cost to get The Beatles to endorse a given product—let’s say, a certain brand of canned tuna—at the height of their fame in the 60s. Or what it would have taken to get Snoop Dog to champion a line of mattress toppers in the 90s. And yet these cultural titans threw all their weight behind weed, for free, and likely against the wishes of label management. And this celebrity-studded campaign was rolled out internationally, without financial backing or central planning, and maintained year after year until weed became semi-legal in the 2010s. It’s kind of a miracle really.
The most overrated drug on the planet with a sideline of psychosis and significant mental health issues on many of the young. And now it's virtually legal.
Is it time we thought twice about it?