Why it may be legal to smoke marijuana in Colorado, it is still illegal to be driving a car while high. The Colorado Department of Transportation, ad agency Amelie and director Simon Cole of His deployed humor to hit that point home in a three-spot campaign, which includes “TV.”
In the PSA we see a guy who’s high–not just on pot but for having, he thinks, successfully secured his flat screen TV set to the wall. He karate chops the air in celebration but is immediately distracted upon the sight of some food in the kitchen. He jumps over to satisfy his case of the munchies only to hear the TV set fall and smash to the floor behind him.
A message appears on screen which reads, “Installing your TV while high is now legal. Driving to get a new one isn’t. Drive High, Get a DUI.”
CreditsDirector Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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