Watch the video above. Seriously. Don’t worry, the article will still be here while you watch. All done? Ok, good. Welcome back. See if you can refrain from saying, “You know who I am?” “You’re the wizard!” today. Let’s face it: You probably can’t.
This is, by far, the best damn cannabis ad we’ve ever seen. And as of today, November 7, Oregon-based Briteside has gone live and is accepting sign-ups for their inventive cannabis delivery service. Who doesn’t want fresh greens delivered right to their door? Partnering with local dispensaries in Portland, Bend and Ashland, Oregon, consumers can select their desired products and see same-day delivery to their front door (with preferred delivery time options), or schedule in-store pickup; you can also select the Discovery Box option, which pairs your favorite product with new goodies you’re sure to love. You’re already paying for multiple subscription boxes—why not add one to the mix that’ll really brighten your day?
Not in Oregon? Don’t worry—you’ll be seeing Briteside soon enough. The company plans to reach 90% of Oregonians by the end of this year, 90% of Nevadans by early 2018, and onward across the U.S. from there.
We chatted with Briteside’s Communications Director, David Martin, on the story behind their hilarious ad and to learn more about the company’s ethos. The ad’s satirical nature certainly sets the tone for Briteside’s cannabis debut—will the cheeky comedy continue in the rest of their marketing efforts?
“The Briteside team definitely has a humorous streak,” Martin told me. “You know the line, ‘We take our work seriously, but we don’t take ourselves too seriously’—that’s us, 100 percent. We decided to incorporate satirical humor because it’s very engaging for consumers, and we wanted to be approachable by those who we’re trying to create a bond with . . . we would love to keep plodding down the humor path. That said, since we’re a young company and just now establishing our footing in the industry, we’ll need to see what works and what doesn’t, and adjust accordingly.” So far, I’d say they’re definitely on the right path.
They worked with Sandwich Video’s team to create the ad, wanting a “narrative that did three things: First, to explain why Briteside exists and what we do. Second, to present our brand in a way that would elevate the entire industry and expand the market demographically. And third, to incorporate an appropriate comedic flair.” They used video to convey their message, rather than simply print/web ads, because they “believe the video has the power to draw in viewers while conveying our message through a compelling storyboard.”
And the message is undoubtedly compelling. Although satirical, the ad does touch on the real issues and stresses of everyday life, from mounting bills to dealing with crazy parents at your kid’s sporting event. Cannabis can relieve stress and provide a sense of calm perspective we often lack in our hectic, day-to-day lives, but Briteside doesn’t believe cannabis is a “cure-all or a silver bullet. However, it can be a great help to a great number of people from all walks of life. We hope for a day soon when the stigmas of, and barriers to, cannabis use are a thing of the past, a time when people can seamlessly access products that help them.” I’ll smoke to that!
As we near the possibility of national legalization, Briteside wants to be a resource for those unsure of exactly where to start. Going to a dispensary can be a bit intimidating, even for seasoned pros; online shopping can ease worries and provide a comfortable customer service experience. Additionally, cannabis advertising is often aimed at those already in the know, but Briteside wants to “expand the market,” as Martin explains. “To do that, we know we have to resonate to different demographics, and that is very evident in our commercial. We want all walks of people to see themselves in our brand and feel more comfortable engaging with us, and we will continue to build on this as we work to draw in as many new consumer types as we can.”
Older folks who still see cannabis as a counterculture symbol, medical patients for whom travel can be burden, or young professionals with busy schedules and no time to make a trip to the dispensary—Briteside can help just about anyone interested in cannabis delivery. It’s exciting receiving any package—imagine how exciting it’ll be to open the door to a beautiful array of your favorite dank. Happy shopping!