For a little segue from climate change and the environment, why don’t we quickly mention that Acreage Holdings the largest vertically integrated marijuana company that operates here in the US recently pulled a marvelous PR coup. The company submitted a commercial for to be shown during Super Bowl LIII that was basically a pro-medical marijuana ad. It had very brief commentary by three individuals and or their family members who each had debilitating and even potentially life threatening conditions that we alleviated by their use of medical marijuana. The commercial was rejected by CBS and thus would not be shown during the Super Bowl.
There really isn’t all that much of an argument as to whether or not CBS and the NFL did the right thing, marijuana is still illegal at the Federal level, it is a schedule I drug. However, from the perspective of the company, you have to imagine that this was a win-win situation. If the commercial was accepted then of course their message would be seen by all of the Super Bowl watchers and way beyond, super bowl commercials are famous for being, famous. On the flip side of that, if the commercial was rejected, then of course it was an excellent opportunity to get some publicity through controversy. While the quality of the commercial was certainly well done and the message very well crafted, the actual cost to produce the commercial was probably minimal, especially for a company that in the past year has raised somewhere in the vicinity of $450 million, they can afford the production cost and, if they had been approved to run the commercial, the cost to air the commercial.
There have been many other commercials over the years that have been rejected and the rejection has created awareness for the issue regardless. Great job and thumbs up for Acreage and their marketing / public relations team, job well done.