Australia's anti-pot 'stoner sloth' campaign is a big success, say firms behind widely mocked ads

Australian &quot;stoner sloth&quot; campaign backfired — (Image credit: CNN/YouTube)

If the old adage that no publicity is bad publicity is true, then maybe advertising giant Saatchi & Saatchi is right that its "stoner sloth" anti-marijuana ads have provided a "significant return on investment and involvement" for the government of Australia's New South Wales, which spent $500,000 on the week-old ad campaign. But the general consensus is that having an actor dress up as a sloth and make sad Chewbacca-like noises to discourage kids from trying weed has backfired pretty badly, for reasons that CNN's Amara Walker explains in this report:

"The videos have truly gone viral," a Saatchi spokesman told The Sydney Morning Herald, truthfully, then added: "The unexpected global media attention is now providing a platform for parents and teenagers all over the world to have 'the conversation' about cannabis in an engaging way." The prevention-oriented videos were pre-tested on the target audience, teenagers, the spokesman said. "The audience is not for adults or long-term cannabis users." UM, the agency in charge of media buying, social media, and strategy on the "stoner sloth" campaign, similarly painted its "strong viewership and engagement" as a sign of success.

You can decide for yourself by watching all the ads. And if you're an adult or "long-term cannabis user," remember: Your opinion doesn't count.

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Peter has worked as a news and culture writer and editor at The Week since the site's launch in 2008. He covers politics, world affairs, religion and cultural currents. His journalism career began as a copy editor at a financial newswire and has included editorial positions at The New York Times Magazine, Facts on File, and Oregon State University.