Cannabis Advocacy Group Drops New ‘I’m High Right Now’ Ads

Numbers aside, cannabis brands are limited in their available marketing channels, with tight restrictions on content. While not as welcoming as X, Meta has begun to accept weed advertising, both from brands and dispensaries, while some major platforms still remain off limits.

CMC has a history of working with mainstream media, beginning with its groundbreaking relationship with Hearst and the legacy publisher’s in-house 46Mile division. 

Through the alliance, CMC’s work has appeared everywhere from Men’s Health and Good Housekeeping to Vanity Fair and Town & Country. “I’m High Right Now,” which was named one of ADWEEK’s top 10 cannabis campaigns of 2023, also ran in Hearst’s Super Bowl 58 print preview issue the following year. 

The CMC, a trade association with some 400 members aiming to be the “Got Milk” of the legal weed industry, was looking for an evolution of “I’m High Right Now,” continuing to be shepherded by its Toronto-based agency of record Sister Merci.

Because so many questions had filtered in from newbies and lapsed users, CMC decided to use those real queries to build a 2025 campaign. Deneson and her team partnered with industry organizations Leafly, Leafwell, and NORML to provide vetted responses and educational resources to go along with the creative.

Keep it light

CMC and Sister Merci kept the established light-hearted tone of the work intact because the approach is accessible and “central to our voice,” Deneson said.

For instance, the new ads say: “Can cannabis help me bend it low?” And “Can cannabis stop THIS recession,” with a man of a certain age touching his balding head. 

Yes to the former, meaning everyday physical activities like gardening could become more tolerable with cannabis use, but unfortunately no to the latter. There’s no proof that weed can regrow hair, but “you’ll probably worry less about your follicles once you’re a little high,” per the ad.