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…
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.
“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.
“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.
Lauren Jo Black is a longtime country music journalist, editor, host, and media personality whose work has helped shape the conversation around country music for nearly two decades. As the current Editor-in-Chief of Country Now, she has become one of the genre’s most respected voices, interviewing hundreds of country music’s biggest stars, including Dolly Parton, Garth Brooks, Reba McEntire, Shania Twain, Randy Travis, Luke Bryan, Carrie Underwood, Blake Shelton, Luke Combs, and countless others. Over the course of her career, Black’s written work and interviews have reached billions of country music fans worldwide. A 2009 graduate of the University of Central Florida, Black began her career by founding Country Music Is Love, one of country music’s earliest independent digital publications, which she later sold to a major record label in 2015 before it was rebranded as Sounds Like Nashville. She then served as the publication’s Editor-in-Chief for more than two years. Her work has also appeared in Forbes, and she previously served as the Country Music Expert for Answers.com. Widely recognized for her expertise, Black has appeared as a featured guest on The Bobby Bones Show, BobbyCast, and Scripps News Morning Rush, providing insight on country music’s biggest moments. She has also hosted Country Now Live, a concert series featuring performances from artists including Lady A, Dierks Bentley, Riley Green, Jordan Davis, Dustin Lynch, Gabby Barrett, Brett Young, Jon Pardi, Kip Moore, Chris Young, and more. The series has welcomed thousands of fans in person while reaching millions more online. In addition, she hosted Connect With Country Now, a weekly interview series featuring conversations with rising country stars. Throughout her career, Black has earned a reputation for discovering and championing artists long before they become household names. She has covered Luke Bryan since the early days of his career, beginning when he was writing songs for other artists, including Billy Currington’s No. 1 hit “Good Directions,” before stepping into the spotlight with his debut single, “All My Friends Say” and eventually becoming one of biggest names in music. She also gave Megan Moroney her first opportunity to walk a major red carpet as Country Now’s official guest correspondent at the 2022 CMA Awards. An interview she conducted in 2018 for Forbes.com with Luke Combs that inspired his multi-week No. 1 hit, “Doin’ This.” She has also hosted stages at CMA Fest, moderated an industry panel at Country Radio Seminar, and helped lead important conversations about the evolving landscape of country music media. Beyond journalism, Black has also used her platform to support charitable causes and highlight organizations making an impact. Through Country Now Live, she has helped raise awareness and support for St. Jude Children’s Research Hospital, while also advocating for animal rescue through Country Now’s Pupdate series, spotlighting organizations including MuttNation Foundation, Wags & Walks, and Proverbs 12:10 Animal Rescue. Black has been recognized as one of Country Aircheck’s Women of Influence and received the 2012 Rising Star Award from the University of Central Florida. She is a longtime member of both the Country Music Association (CMA) and the Academy of Country Music (ACM). After nearly 20 years covering country music, Lauren Jo Black has spent her career telling the stories behind the artists, songs, and moments that have shaped the genre. Her first-ever book, Country Music Forever: An A-to-Z Celebration of Icons, Songs and Stories, brings that same passion and firsthand knowledge to the page, celebrating not only the legendary artists and timeless songs that have become the soundtrack to generations of fans, but also the places, traditions, and cultural moments that have made country music one of the most beloved genres around the world.
You may also like
Country Next
Playlist
On Repeat
Get the latest country music news delivered straight to your inbox.
