Check out Subway's new "Be Yourself" ad featuring Michael Phelps:
The ad concludes "You can always be yourself at Subway." The whole thing is a brilliantly veiled reference to the backlash against Kellogg's that emerged when they dropped Phelps for smoking pot. Better yet, Subway has launched a new promotional website at Subwayfreshbuzz.com. You see what they're doing, right?
The new campaign is already generating tons of press coverage, including positive reactions to the ad's apparent reference to the infamous marijuana incident. It's a brilliant maneuver by Subway and, hopefully, an early indicator that corporate America is finally learning that it makes more sense to wink at pot culture than risk alienating it.
Once again, I'm humbled by the immeasurable impact of the Michael Phelps marijuana saga. I'm seeing discussion of the Kellogg's boycott reemerging in comment threads around the web today and I don't think one can easily exaggerate what a major event that was, and still is, for our cause. Along with the intense and heavily-publicized popularity of marijuana reform questions on the President's website, it's becoming widely understood that marijuana culture has a tremendous and now powerfully intimidating web presence.
In the age of viral web marketing and online-everything, the visible web presence of marijuana culture becomes a potent weapon that's now reshaping the debate right before our eyes. For fear of offending us, the President and his drug czar can scarcely utter more than a vague sentence in defense of our marijuana laws. Meanwhile, the mainstream press is hustling marijuana stories like dimebags in a city park. And Subway is celebrating freedom of personal choice in a new ad campaign featuring the world's most famous marijuana user.
The war remains, but the battlefield has changed. I can smell it, like the aroma of fresh baked bread wafting free from the entrance of the Subway down the block from our office, which I might just visit tomorrow for the first time in a while.
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