Jimmy John’s Dream Rotation campaign doesn’t wink at cannabis culture. It hires Cheech Marin, lets him argue with a sandwich and makes Kal Penn’s ideal 4/20 a gym session and a book. The wall is down.
Cheech Marin is sitting, holding a sandwich. He looks at it the way a man looks at something he has decided to tolerate. “I try to like people,” he says, “but then they start talking.”
The sandwich grows a face and starts talking.
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This is a Jimmy John’s ad. It is also, somehow, the most accurate representation of where cannabis culture and mainstream America currently stand: fully in the same room, no longer pretending otherwise, and apparently ready to get weird about it.
The Dream Rotation campaign, which Jimmy John’s launched this week ahead of 4/20, is built around a simple and genuinely funny idea. The brand tapped a handful of celebrities known to partake, asked each of them for their ideal post-session meal, filmed the results and let the creative get strange. The lineup includes Cheech Marin, Kal Penn, Amanda Batula and Skylar Gisondo. Each has their own spot. Each brings their own energy. Together, they amount to something the cannabis world has not seen from a brand this size in quite this way before.
This is not a wink. This is not a green leaf emoji in a caption. This is Cheech Marin, one-half of the most iconic cannabis comedy duo in film history, having a full argument with a sentient sandwich on behalf of a national fast food chain.
The Cast Matters
The talent selection is doing real work here and it is worth slowing down on.
Cheech Marin is not a celebrity who happens to …
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Author: Javier Hasse / High Times
