This is especially true when you’re using mainstream advertising routes like putting up a billboard. These VERY public displays will grab the attention of people and can quickly escalate in a similar fashion as the case in question. IF the dispensary wanted to use the image of Borat, they would probably have been more effective doing a “Meme Campaign” which would utilize Memes to sell the story or “hint that Borat likes that stuff”…which Cohen explicitly said he doesn’t.
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