Cannabis Brand Miss Grass Drops Cinematic Ads With All the Vibes

Grandma resides her greatest life—absorbing the solar, looking for colourful garments, chatting with inanimate objects, hanging within the park, levitating above the motion.She’s staying busy, she tells her granddaughter throughout a telephone name, however she’s completely chill. That’s as a result of she’s stoned. Evenly, however most undoubtedly, stoned. The trendy elder in query, performed by actor Nita Freeman, is on the coronary heart of a cinematic marketing campaign from hashish model Miss Grass, which launches its first hemp-derived gummies with essentially the most formidable advertising and marketing marketing campaign in its historical past.Along with “Elevate Up” starring Freeman, the in-house creatives at female-founded Miss Grass have dropped a second quick movie referred to as “Wind Down” that faucets into the favored dance video development seen throughout mainstream manufacturers. Inspiration for the ideas and their energetic tone got here from sources like pdLang, Kendrick Lamar’s creator-centric collective, and prolific director Spike Jonze, with a dose of camp.Elevated marketingThe content material goals to seize the essence of being excessive with out devolving into drained clichés concerning the expertise or the customers, in response to Priyanka Pulijal, head of artistic at Miss Grass.“We’re attempting to indicate that hashish storytelling could be as elevated and intentional as vogue or magnificence or movie promoting,”  Pulijal advised ADWEEK. “The hashish trade typically pours a lot power into survival and gross sales that storytelling can get neglected—we needed to push the boundaries.”Miss Grass, which sells hashish flower and prerolls in seven states, is coming into the ultra-hot hemp-derived class for the primary time with Jewels gummies. By doing so, the model is following within the footsteps of Cann, Wyld, Wana, 1906, Belushi’s Farm, and lots of others which can be promoting federally authorized micro-dosed drinks and edibles in what’s been dubbed “Cali sober summer season.” The demand for hemp-derived merchandise has exploded lately, accounting for $2.8 billion in gross sales in 2023, per Brightfield Group, anticipated to hit $4.4 billion by 2029.‘Surreal, fashionable and joyful’The brand new Miss Grass work, from director Vishnu Vallabhaneni, intends to destigmatize weed consumption by displaying various shoppers in “surreal, fashionable, and joyful” eventualities,” in response to Kate Miller, co-founder and CEO. There’s no arduous promote or hyperlink to buy, with the movies appearing as consciousness builders that recall the model’s narrative roots.“We began as an editorial platform earlier than we had even developed or launched our personal product line,” Miller mentioned. “Storytelling has at all times been central to our model, however this manufacturing is next-level, far greater than we’ve ever carried out earlier than.”Miller sees “Elevate Up” and “Wind Down” as an antidote to conventional weed advertising and marketing that “leans into the stoner bro mentality and talks about ‘this may get you hella excessive with THC, THC, THC.’”“Elevate Up” and “Wind Down,” which stars actor-dancer Jeremy Guyton, are a part of the Miss Grass technique to construct its personal media “not simply as a artistic flex, however as a longer-term DTC technique,” Miller mentioned. The marketing campaign movies will air throughout Miss Grass’ owned platforms (e-mail, weblog, socials), together with paid buys on Meta and different newly canna-friendly channels. There are some state restrictions, however federally authorized hemp merchandise have much more avenues open to them than massive sister hashish, which continues to be banned from most conventional shops.Miss Grass plans to roll out behind-the-scenes vignettes and different content material, highlighting the marketing campaign’s expertise, within the coming months.