Original cannabis journalism for Canadians

Your Life Can Change in an Instant

Just try to relax: A still frame from the federal government's new anti-toke-and-motor video.

Just try to relax: A still frame from the federal government's new anti-toke-and-motor video.

The federal government launched its big campaign against drug-impaired driving today, aimed specifically at young Canadians.

The launch event, which was streamed on Facebook Live (you know, for the kids) included a screening of the federal government's new TV ad against cannabis-impaired driving.

The 30-second video opens on a Very Millennial Scene: A photogenic young woman is live-streaming an outdoor weed-smoking session with her pals, presumably on Instagram or Snapchat. A joint is passed, emojis are shared, trap music is played.

Then, the handsome young white teen who was toking just seconds before gets behind the wheel of his car. Our live-streaming protagonist is now in the passenger seat, making kissy-faces and documenting everyone's giggles as they drive to the big party.

We see the driver nodding off, eliciting a brief look of disgust from the central character before she goes back to playing with fun Snapchat filters.

Then, the bad stuff comes hard and fast: A blaring horn, a look of bewilderment, a fiery collision, shattered glass.

"Your life can change in an instant," the voiceover says, as the camera moves in on what's left of our protagonist's smartphone. "Don't drive high."

"We will be monitoring the impact of the advertising campaign to gauge how well we're doing," Public Safety Minister Ralph Goodale told reporters.

Goodale said Canadians should expect to see the ad throughout the coming holiday season.


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