First Cannabis Television Ad Runs on CNN, Fox News, and MSNBC

In a first for the cannabis industry, CNN, Fox News, MSNBC, Viceland, the Weather Channel, Headline News, and Fox Business are now airing a national advertisement for a cannabis law firm.

The Hoban Law Group, a national firm that specializes in hemp, medical marijuana, and adult-use cannabis issues, worked with Denver-based producer DCP Media to create a spot that met the requirements of a variety of networks.

It wasn’t easy. Bob Hoban, the firm’s founder and namesake, told Leafly the networks wanted to make sure “we didn’t hit people over the head with the word ‘marijuana.’ So in the ad we talk about industrial hemp, and the medical and adult use marketplaces. They asked us not to flash a lot of marijuana plants, which was fine, that’s not our M.O. anyway.”

The ad buy isn’t so much about immediate business development, Hoban said, as it is about keeping his firm on the pioneering edge of the industry. “We’ve been on the leading edge of the cannabis industry not just as lawyers but as business consultants,” he said, recounting his history as an attorney representing Colorado’s first dispensaries. “With this ad we’re continuing” to push the boundaries and reinforce the recognition of the Hoban Group as a national brand.

“What’s unique about Bob’s product is that you can’t ingest it,” Perkins said. It’s not cannabis flower, it’s not an edible or a topical. It’s straightforward legal and business consulting. Because of that, Perkins said, the Hoban firm was able to obtain primetime slots, from 7pm to 10pm weeknights.

The Hoban ad marks the first time the word “cannabis” is used or spoken directly in a national spot.

In case anyone missed the hint, Scotts Miracle-Gro CEO Jim Hagedorn told Forbes shortly thereafter that he intended to invest millions in the cannabis grow sector. “It is the biggest thing I’ve ever seen in lawn and garden,” he said at the time.