|Colorado Lights Up The Right Lingo
By: Briskman Stanfield
It was only a matter of time before the recreational marijuana safety campaign rolled out. As a result, legally getting high gives new meaning to ad copy.
‘Drive High, Get A DUI’ is the current public service campaign in Colorado. Directed at 21–34 year olds, it is sponsored by the state Department of Transportation due to too many arrests of "stoned" drivers. Like wow, who didn’t see this coming?!
"Heads" from the '60s era are most likely shaking their saying, "Yeah man! been there, done that!" while advertisers must choose their hip ad words wisely to bypass snarky jeers from today’s generation.
Bottom marijuana line: old hippie speak does not translate to the new millennial age.
Such outdated talk was drolly noted in Season 5 episode 14 of "Modern Family," when Phil Dunphy’s "smoking grass" reference made him instantly uncool as wife Claire moaned, "Phil, ‘NO ONE says that anymore!"
So the question remains, which marijuana-related words should be shelved in the old '60s hippy archives and which trendy ones will be selected that all targeted ears will hear?
Not to be a total buzzkill, but to caution motorists (DUI fines can cost up to $10,000.00), CDOT chose to say it ('Drive High, Get A DUI') straight, another confusing word, once used to define a non-marijuana smoker, but now used to reference sexual orientation.
Apparently, no matter how much the linguistics have changed over the decades, the challenge for advertisers remains the same. It’s not what you say, but how smokin’ you say it.
Briskman Stanfield is a freelance copywriter and all-around, behind-the-scenes team player.
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