Mushrooms are having a moment. They’re popping up everywhere. And like your favorite pair of jeans, they seem to go with everything. For the true aficionado, there’s even a mushroom alternative to all of the alternative milks out there. To introduce Shroom Junkie to the world, we decided to create our own land of magical mushrooms. Playing on the psychedelic, throwback associations with hippie culture, we cast the coolest grandma ever in three different personas. With nods to everything from Alice in Wonderland to Mr. Roger’s Neighborhood, this ad is a cultural mashup: wild and domestic, nerdy and hip, nostalgic and sweet.