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Legendary rapper and cannapreneur Snoop Dogg is steeped in all things Olympics at the moment—even his latest ad for BIC is themed to the upcoming 2024 Summer Olympic Games in Paris.
Snoop reunites with his close friend and longtime costar Martha Stewart for a commercial that has him awarding her a “10 out of 10” for her candle-lighting skills. That’s after he watches her technique closely, calling out her “perfect form” and narrating her every move like a seasoned commentator.
The spot, dubbed “Lit Games,” comes from Doner CX, aiming to keep the fires burning on the most successful celebrity collaboration in the brand’s history.
Snoop is obviously throwing himself into his new role as a first-time NBC special correspondent for the games. He spent time recently at the U.S. Olympic trials in Eugene, Ore., giving his unique play-by-plays and participating in an exhibition race.
Results of that faux competition, by the way: He finished a distant third in a 200-meter sprint against former Trinidadian Olympic medalist Ato Boldon and NCAA champ Wallace Spearmon, yet clocked a respectable time of 34.44 seconds.
After the race, Snoop said on X: “34.44 for a 52-year-old? Ain’t bad.”
Co-opting a ‘cultural moment’
Snoop and Stewart continue their well-oiled partnership with BIC, which is not an official Olympics sponsor, so it must tiptoe around that fact, avoiding the carefully guarded Olympic trademark and name.
But the “Lit Games” parody works on its own, latching onto the current wave of interest in Snoop’s debut as a sportscaster and serving as a solid product demo for EZ Reach Lighters.
