Cannabis retailer MedMen has been fighting stereotypes in its advertising for months now, featuring everyone from white-collar professionals to grandmothers as weed lovers.

For a new $4 million campaign breaking Monday, the marketer leans into some Southern California cliches like sand and surf, a Rolls Royce in Beverly Hills, a shirtless weightlifter at Muscle Beach and a hipster with a guitar on the Sunset Strip. (Those are cliches for a reason, by the way).

Each beautiful image has a single word written across it: “Cannabis.” The locations of MedMen’s eight Los Angeles-area dispensaries appear against a red background, and its sleek signature red shopping bag has a cameo in each photograph.

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T.L. Stanley ~ AdWeek.com

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