|Agency||Saatchi & Saatchi|
|Client||New South Wales Department of Premier and Cabinet|
Each ad begins with a scenario involving people in public places. As everyone is acting "normal", it is all disrupted by Stoner Sloth, a sloth who reacts slowly while moaning. Stoner Sloth is meant to represent the behavior of a stereotypical stoner and its actions are accompanied by a musical cue of a guitar being weakly strummed. The human characters around Stoner Sloth usually react with disgust or disappointment.
The creative firm Saatchi & Saatchi created the ads which "backfired miserably" and were an "instant and classic fail", according to trade publication Adweek. The agency defended its ads, which cost $500,000. The National Cannabis Prevention and Information Centre distanced itself from the campaign.
- Nudd, Tim (December 20, 2015). "Australia's 'Stoner Sloth' Anti-Marijuana Campaign Is an Instant and Classic Fail". AdWeek. Retrieved April 26, 2017.
- Hanson, Hilary (December 18, 2015). "'Stoner Sloth' Campaign Is Peak Anti-Marijuana Absurdity". The Huffington Post. Retrieved April 26, 2017.
- Erik Oster (December 21, 2015), "Saatchi & Saatchi's 'Stoner Sloth' Effort for New South Wales Backfired Miserably", Adweek
- Duff, Eamonn (December 27, 2015). "Saatchi & Saatchi defends $500,000 'Stoner Sloth' anti-marijuana campaign". The Sydney Morning Herald. Retrieved 26 April 2017.
- Wahlquist, Calla (December 19, 2015). "'Stoner sloth' anti-drug campaign gets reality check as medical experts walk away". The Guardian. Retrieved April 26, 2017.
- "'Stoner Sloth' ad campaign lights up the Internet". CNN. December 2015.