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A group of five friends sit around drinking Pabst Blue Ribbon, smoking weed and listening to a new record from their favorite “chillwave” musician, Toro y Moi. They bust out some expressionist dance moves and play air guitar—while getting increasingly stoned—and make pithy comments worthy of a classic Beavis and Butt-Head episode.
We’ve all been there, right?
Even if you haven’t, you’ll likely recognize the general scenario. But there’s something different about this particular gathering: it’s a 41-minute ad that runs the full length of the album it’s promoting, and it launched with financial backing from audio company Sonos and cannabis brand Pax.
And a few more standout features: it stars a bunch of massive, perpetually-smiling papier-mâché heads, and so far it’s logged more than 353,000 YouTube views with virtually no paid media push.
The
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