NJ, you have to remember one thing, NORML is trying to change the minds of white people who are in charge, so they need people in their ads who they can identify with (hence the one "representative" ). Subconsciously, I think alot of the power elite of this country still see America through their own, segregated, white spectacles. They aren't going to see smoking as okay and normal until they can associate it to people they relate to.
It's sad, but a fact of life. And if you want to make smoking seem okay enough to legalize, then you have to show it as something "regular" americans do - americans who are "regular" in the eyes of The Man, so to speak.
The Rev