Guy From 'Distracted Boyfriend' Meme Shows Up In Toronto Weed PSA

Maija Kappler

There are many unexpectedly weird results of Canada's legalization of marijuana. For instance, the government teaching people how to roll a joint. Having surprisingly candid conversations about weed with your parents. The bizarre promotions many companies are offering, from Uber and Lyft's "don't drive high" discounts to Pizza Pizza naming itself "your munchies headquarters."

But one of the best results is a familiar face showing up in the Toronto police's "don't narc on your neighbours now that weed is legal" campaign: the same stock photo model who featured prominently in last summer's "distracted boyfriend" meme.

His photo is being used as part of a campaign against unnecessary 911 calls. Now that weed is legal, the police need to remind people not to call them when people legally use or grow marijuana, apparently.

The image appears alongside photos of other non-emergencies such as people getting lost and wondering what to do with spoiled food during a power outage.

"Do not call police for this," the ad reads, in a tone you can almost imagine coming out of the mouth of a frustrated cop.

Toronto Star reporter Wendy Gillis noticed the model when she was reported on the police's response to legalization on Tuesday.

In case you don't remember him from the photo that launched a thousand memes last year: