The National Organization for the Reform of Marijuana Laws (NORML) is hoping to win their way to the Super Bowl via commercial. Intuit, a company geared toward helping small businesses succeed, is holding an online voting contest, capped off by a prize of a free commercial spot during the Super Bowl for one American small business.
The contest received 10,000 entries and NORML’s entry was at the top of the voting pool. “We look for any opportunity to put a toe into the cultural stew,” says Allen St. Pierre, executive director at NORML. “When you only have a million dollar annual budget, and a Super Bowl ad costs $4 million, you have to do something very creative to get onto the Super Bowl.”
“Intuit leadership is surely wringing their collective hands over the matter,” says brand guru Peter Madden. “Though marijuana isn’t as taboo a subject since its legal approval in varying states, it is the equivalent to a scarlet letter — albeit one tainted green — that their brand is now forced to wear. Such is the danger to brands who go the contest route.”
The Super Bowl airs on Fox, and any advertising is subject to the network’s approval, meaning that even if NORML does win the contest, their ad may not be able to run on game day.
Now, the next stem is to whittle the 10,000 entrants down to only 20 “based on how they would represent American small businesses and the Intuit brand.” That will then be narrowed down to 4 and the public will be able to vote for the winner.
You can view NORML’s commercial here.