BIC EZ Reach Lighter Willie Nelson, Snoop Dogg & Martha Stewart Commercial

BIC EZ Reach Lighter Snoop Dogg & Martha Stewart Commercial

Willie Nelson gets caught “borrowing” Snoop and Martha’s EZ Reach lighter in the latest commercial for BIC EZ Reach lighter.

The 30-second spot features the 89-year-old country musician sitting on a sofa, with a laptop in front of him. Near the laptop, he finds a BIC EZ Reach lighter, which – he says – lights hard-to-reach places like the candle placed on the table, on the other side of the laptop. At this point, Snoop Dog appears on the laptop’s monitor, asking Willie if he has his BIC EZ Reach lighter. He says he doesn’t, but the rapper points out that he can see it. Soon after this, the screen splits in two and Martha Stewart can be seen, as well. She says her scented candle is missing, but she soon finds it in Willie’s hands, too. They watch their fellow lighting the candle. Whilst he does that, he states this lighter helps keep his fingers away from the flame and reveals that it’s his favorite lighter. Dogg, who is sure Willie doesn’t lie about this, warns him, though, that he wants his lighter back.

The commercial ends with the tagline “The Ultimate Lighter” appearing on the screen.

According to the brand, the officially licensed Snoop Dogg and Martha Stewart designed EZ Reach lighters draw inspiration from Snoop, an American entertainment legend, and lifestyle innovator, Martha’s, homes in the country, the farm and at the beach. The two co-starred in several other ads last year, in January, when a dedicated campaign was launched by the brand.

Mary Fox, General Manager of BIC North America, said in a press statement, last year: “Our BIC EZ Reach lighter is the ultimate lighter for all lighting occasions, and we thought who better to partner with than this iconic duo who knows all about lighting up candles, grills and more.” “The new campaign featuring Snoop Dogg and Martha Stewart allows us to connect with our consumers in a relevant and playful way while highlighting all the usage occasions and core benefits that set EZ Reach apart in the lighter category. This is an exciting next step for the BIC EZ Reach Lighter, which has received rave reviews from consumers looking for a lighter that lights hard-to-reach places,” she also declared.

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