This is a freaky ad. If you’re old enough, its message reminds you of early cigarette advertising and we all know how that turned out. But it looks as though legal marijuana is on the way to mainstream, at least in the US – and for a host of good reasons that really have little do with pleasing people and a lot to do with curbing one of the world’s most successful and insidiously awful industries, aka the illegal drug trade.

Viola is a black-owned cannabis brand and this is its first video campaign, created by agency, Basewood. Its four vignettes could not be more relatable. Its humour could not be more appealing. The 90-second spot could not have a more interesting edginess to it. The 90-second spot promotes the Viola Vibes System, essentially a way of giving cannabis a purpose by making it a little like blends of herbal teas and helping people to choose what to smoke. There’s Kick Back for enjoying the day, Get Up and Go for solving problems, Lights Out for when you want to chill and Good Times for…well, good times.

The campaign is running on YouTube, Instagram and Twitter, and will be supported by activations in Los Angeles, Detroit and Colarado and a digital, What’s Your Vibe? quiz.