When A Dislike Becomes A Like

Here in Washington State in November, we’ll be voting on Initiative 502, which is designed to legalize, regulate and tax marijuana.

Obviously, it’s a controversial issue, although it has a lot of support. One of the pro-502 spots airing heavily on TV is this one. Note the jarring first line of the spot:

“I don’t like it personally, but…”

Right from the start, we’re supposed to feel sympathy with this woman, who wouldn’t smoke weed but understands the benefits of legalization. Does this argument work on you? Is this the future of selling unpopular political ideas? Would any consumer brand have success with spokespeople who say, “I don’t like this brand of ____, but I can see how some people would benefit from it”?

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.