In an unprecedented move for the cannabis industry, a television advertisement directly referencing marijuana ran on CNN, Fox News, MSNBC, Viceland, the Weather Channel, Headline News, and Fox Business.
The ad is for Hoban Law Group, a national cannabis firm that specializes in medical marijuana, hemp, and adult-use cannabis issues. This marks the first time the word “cannabis” has been used and spoken directly in a national TV spot.
Hoban Law Group National TV AD from Derrick Perkins on Vimeo.
Hoban Law Group were able to get the advertisement on in large part to Denver-based DCP Media. Derrick Perkins was the producer working directly with the firm, and knew the specific guidelines required by each cable network to approve the ad.
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Still, it wasn’t easy. As Bob Hoban, the firm’s founder, told Leafly, the networks wanted to ensure “we didn’t hit people over the head with the word ‘marijuana.’ So in the ad we talk about industrial hemp, and the medical and adult use marketplaces. They asked us not to flash a lot of marijuana plants, which was fine, that’s not our M.O. anyway.”
Check out the ad above.