Snoop Dogg and Martha Stewart Hilariously Call Out Willie Nelson In New BIC Ad Campaign

Willie Nelson joined Snoop Dogg and Martha Stewart for the new BIC EZ Reach “Most Borrowed Lighter” advertising campaign and…


Lauren Jo Black

| Posted on

January 17, 2023


11:26 am

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Martha Stewart, Willie Nelson, Snoop Dogg; Photo Courtesy BIC

Willie Nelson joined Snoop Dogg and Martha Stewart for the new BIC EZ Reach “Most Borrowed Lighter” advertising campaign and it’s LIT.

The Country Music Hall Of Famer, 89, appears in the new ad, which is centered around the “Most Borrowed Lighter.” Nelson kicks off the clip as he uses his BIC EZ Reach to light up a candle just as he accepts an unexpected video call from Snoop Dogg. The 51-year-old rapper phones in to ask Nelson if he has his EZ Reach lighter as he believes he has misplaced it. Nelson quickly hides the lighter as Stewart, 81, pops in to question the whereabouts of her scented candle. 

Spoiler alert: Nelson has the lighter and the candle. He uses the EZ Reach to light up the candle which features his  “favorite herb scent” as his friends watch on. 

Throughout the 30-second clip, Willie Nelson, Snoop Dogg and Martha Stewart showcase the convenience of the BIC EZ Reach lighter, which is designed for lighting hard-to-reach places while helping to keep your fingers away from the flame so you don’t get burnt. 

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“The BIC EZ Reach lighter’s unique design helps to light those hard-to-reach places, whether you are lighting a candle or something else,” Nelson said. “I’m thrilled to partner with BIC and my friends Martha and Snoop to show off the many ways the BIC EZ Reach lighter is ideal for all lighting occasions.”

“Snoop and I have had so much fun demonstrating the versatility of the EZ Reach lighter,” Stewart shared. “And we are thrilled to welcome Willie into the fun.”

“As someone who uses a lighter almost every day, I find the BIC EZ Reach to be safe and reliable, fo shizzle my nizzle,” Snoop explained. “Our love for this frequently borrowed household staple is one of the many things that my best friend Martha, Willie and I have in common.”

The “Most Borrowed Lighter” commercial is just the beginning of Willie Nelson, Snoop Dogg, and Martha Stewart’s partnership with BIC EZ Reach, which will continue throughout the remainder of 2023.

This isn’t the first time Snoop Dogg and Martha Stewart teamed up with BIC. In fact, in 2021, the longtime friends were also featured in the EZ Reach Lighter ad campaign. 

The 2021 campaign featured the pair in the “Pass It” campaign that highlighted the convenience of the BIC EZ Reach lighter. The ad found the pair relaxing together outdoors when Snoop asks Martha to pass him the lighter and a bowl…of strawberries. Snoop uses the EZ Reach to light a candle and later questions the smell in the air, which is coming from a fondue pot that Martha previously lit. 

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“The BIC EZ Reach lighter offers a solution to the everyday problem of lighting those hard-to-reach places, whether you are lighting candles, entertaining guests outdoors, or adding a finishing touch to that special birthday cake,” Stewart previously shared. “I’m thrilled to partner with BIC to create my own line of beautifully designed and packaged EZ Reach lighters which bring function, innovation, inspiration and beauty into the home and onto the table.”

“As someone who uses a lighter almost every day, having one that’s reliable and safe to use is important, which is why I reach for my BIC EZ Reach whenever I need a lighter,” Snoop Dogg added. “I love working with my friend Martha and we had a lot of fun showing off the many ways the BIC EZ Reach lighter truly is the ideal lighter for all lighting occasions.”

The BIC team was thrilled to add Willie Nelson to the mix with the 2023 campaign. 

“Consumers love this cheeky campaign and how BIC EZ Reach lights candles and “more” while helping to keep fingers away from flames,” said Katty Pien, Vice President of Marketing for BIC North America. “Adding Willie into this playful dynamic with Snoop and Martha will expand the campaign’s appeal by welcoming Willie’s fans to join in the fun.”

The ad is available to watch on YouTube, Facebook, Instagram, TikTok and Pinterest and will be shared on Willie, Snoop and Martha’s social channels.

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Lauren Jo Black

Written by

Lauren Jo Black

Lauren Jo Black, a University of Central Florida graduate, has immersed herself in the world of country music for over 15 years. In 2008, she co-founded CountryMusicIsLove, eventually selling it to a major record label in 2015. Following the rebranding of the website to Sounds Like Nashville, Black served as Editor-in-Chief for two and a half years. Currently, she assumes the role of Editor-in-Chief at Country Now and oversees Country Now’s content and digital footprint. Her extensive experience also encompasses her previous role as a Country Music Expert Writer for and her work being featured on She’s been spotlighted among Country Aircheck’s Women of Influence and received the 2012 Rising Star Award from the University of Central Florida. Black also spent time in front of the camera as host of Country Now Live, which brought live music directly to fans in 2021 when the majority of concerts were halted due to the pandemic. During this time, she hosted 24 weeks of live concerts via Country Now Live on Twitch with special guests such as Lady A, Dierks Bentley, Jordan Davis, Brett Young, and Jon Pardi. Over the course of her career, she has had the privilege of conducting interviews with some of the industry’s most prominent stars, including Reba McEntire, Blake Shelton, Luke Combs, Carrie Underwood, Luke Bryan, Miranda Lambert, Lainey Wilson, and many others. Lauren Jo Black is a longtime member of the Country Music Association and the Academy of Country Music.