Plaid, earth-toned flannel? Check. A chill dude wearing a T-shirt of Bob Marley smoking a joint? Got it. A mic-drop "Ohhh, yeah," Kool-Aid-Man-style? Inexplicably, yes.
In an effort to upset the North Carolina Senate race, a series of digital ads depicting stoner culture urge voters to support Sean Haugh, the pro-marijuana libertarian running against Democrat Sen. Kay Hagan and her Republican challenger, Thom Tillis.
Haugh, a pizza deliveryman and former executive director of the Libertarian Party of North Carolina, isn't behind the spots. The conservative American Future Fund spent $225,000 on the campaign in an attempt to move Hagan voters to the more "progressive" third-party candidate. Emphasizing Haugh's support for the environment, peace, and, yes, marijuana legalization, the videos draw sharp contrasts between the libertarian and Democratic candidates. But it likely won't disrupt the race.
Imagining potheads seemingly doesn't come easy for conservative admakers. The videos have all the elements of deep opposition research on typical marijuana supporters—albeit research stemming from pop-culture cliches.
Erik Altieri, the communications director for the National Organization for the Reform of Marijuana Laws, told National Journal that because these stereotypes don't represent most supporters of marijuana legalization, that messaging won't work.