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Companies weren’t allowed to advertise directly for anything that had to do with cannabis in Super Bowl LVI, but at least one weed-adjacent commercial aired — starring Willie Nelson, of course.
The artist, icon, and marijuana advocate made a not-so-subtle nudge for policy change in a commercial for Skechers shoes. In it, Nelson, sitting in a shirt emblazoned with the word “LEGALIZE,” talks about how he’s spent years pushing to legalize “the one that that can bring comfort to millions: Skechers.”
The director cuts in to say that the shoes aren’t, in fact, illegal. To which Nelson responds: “But to feel so good, I just assumed The Man made them illegal.”
Sending a clear message
While there’s no mention of weed, no pot leaves in the frame anywhere, no smoke, it’s a direct line to how Nelson, along with 63% of Americans, feel about cannabis legislation right now. And there’s no bigger stage to get his point across than the Big Game.
“I can’t resist making an appearance during the Super Bowl,” Nelson said in a press release. “And I’m doing this because of a message we can all agree on — everyone deserves the right to feel comfortable. From the bus to the stage to a jog around the ranch, staying healthy and feeling good is how I can keep doing what I love.”
“We know featuring Willie’s genuine personality and well-known passions in a pair of commercials will make an impression for the millions watching the game,” president of Skechers Michael Greenberg said. “Fans will remember that only Skechers offers innovative comfort technologies that are almost beyond regulation.”
Leaning on a weed icon like Nelson to push their product is definitely a way to make an impact. With the company’s stance on social responsibility, maybe it will take an official stance and get behind other big corporations trying to influence the federal government on legalization.