Mamedica Launches 420 Campaign Featuring Lock Stock Cast

Apr. 22, 2026

To coincide with this 420 (today), Mamedica, the UK’s leading medical cannabis clinic supporting more than 12,000 patients nationwide, has launched a new campaign fronted by Vas Blackwood, best known for his role as Rory Breaker in Lock, Stock and Two Smoking Barrels and appearances in Only Fools and Horses.

Leaning into the cultural legacy of Lock, Stock, the campaign adopts a filmic, character-led narrative structure, with Blackwood reprising the tone and presence that made Rory Breaker iconic. Set inside The Blind Beggar pub in Whitechapel, historically associated with the Kray twins, the creative unfolds as a series of short-form scenes in which Blackwood addresses a cast of co-stars, guiding them through the realities of medical cannabis through a blend of humour, authority and cultural familiarity.

Directed by Adam Mason, known for his work across feature films including Songbird, They Come Knocking and studio-backed thrillers, and Ed Stoppard, whose screen credits span The Crown, Brideshead Revisited and a wide body of international film and television, the campaign brings established cinematic and broadcast craft into a category defined by strict regulatory limits, where prescription-only rules prohibit direct product promotion and fundamentally reshape how brands communicate.

The campaign has launched across social media, specifically YouTube, and as an out of home campaign in London’s Shoreditch and will also feature in UK cinemas later this year.

The timing reflects a widening gap between access and awareness. Around 80,000 patients in the UK now receive medical cannabis via specialist prescription, yet nearly half of the population remains unaware it is legal. At the same time, more than four in five patients report experiencing stigma, reinforcing the need for category-level understanding rather than product promotion.

Andrew Tyler, Chief Marketing Officer at Mamedica and Executive Producer of the campaign, said:

“This is a category where you cannot rely on conventional advertising mechanics. The constraints are not a limitation, they are the brief. By leaning into a cultural legacy people already recognise, and combining that with cinematic direction and character-led storytelling, we can create something that is both entertaining, and informative.”