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

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. Dan is also a columnist for TalentZoo.com and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.