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)

last updated 29 December 2015

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.

Subscribe to The Week

Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.

SUBSCRIBE & SAVE

https://cdn.mos.cms.futurecdn.net/flexiimages/jacafc5zvs1692883516.jpg

Sign up for The Week's Free Newsletters

From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.

Explore More

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.

Subscribe to The Week

Sign up for The Week's Free Newsletters

Sign up for Today's Best Articles in your inbox