‘Stoner Sloth’ anti-marijuana campaign

An anti-marijuana campaign from the Australian state of New South Wales has become a viral smash.

The ‘Stoner Sloth’ campaign, with its slogan “you’re worse on weed,” attempts to educate teenagers of the risks of marijuana use by depicting stoners as grumbling, oversized “Stoner Sloths.”

Who could imagine that backfiring?

The ‘Stoner Sloth’ ad has been widely successful online, though probably not for the reasons the NSW government had in mind.

The National Cannabis Prevention and Information Centre (NCPIC), a major drug research centre in Australia, is distancing itself from the campaign as well.

'Stoner Sloth'

‘Stoner Sloth’ ad screen cap YouTube

Adding to the cringeworthiness, the domain name “Stoner Sloth” is already in use by a blog with the tagline: “Enjoy every smoking experience.”

The ad agency Saatchi & Saatchi Australia appears to be responsible for the sloth campaign, according to Mashable (via AdNews).

Though the ‘Stoner Sloth’ ads were released in November, video parodies have been making the rounds on social media recently.

Check out the ‘Stoner Sloth’ ad below.