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It would be a tall order on its own to try to recreate the spectacle of an iconic Pepsi commercial with Britney Spears. Not to mention borrow vocal flourishes from Lady Marmalade, pack in celebrity cameos and produce a banger original song and choreographed music video.
But there’s that and more going on in a new campaign from THC-laced soda Cann and its partner Weedmaps.
In a piece of long-form content that kicks off Pride month, the brands introduce a new product, take a swipe at the entrenched booze industry and embrace “radical inclusivity” with drag and Latinx performers, straight allies and transgender women of color.
If that seems like a ton of heavy lifting to pack into just over four minutes, consider the stripped-down goal: purpose-driven, but make it sexy.
Cann,
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