LOS ANGELES, CA - MAY 07: Rapper Snoop Dogg and Martha Stewart speak onstage during the 2017 MTV Movie And TV Awards at The Shrine Auditorium on May 7, 2017 in Los Angeles, California. (Photo by Kevin Winter/Getty Images)

This campaign is LIT…sorry I had to do it. We can all thanks BIC for a new advertising campaign including the one and only Snoop Dogg and Martha Stewart. The new campaign spotlights the convenience of the BIC EZ Reach lighter, designed for lighting hard-to-reach places while helping to keep fingers away from the flame.

From setting the mood to cooking up a delicious summer spread, Snoop and Martha know the importance of owning a reliable lighter for lighting candles, grilling, and everything in between. (wink wink) With the ability to light at any angle and equipped with a 1.45-inch extended wand on a body the size of a pocket lighter, the BIC EZ Reach lighter is a must-have in every home. Personally, I love anything these two pair upon. They are the golden team.

Snoop Dogg and Martha Stewart agree – the BIC® EZ Reach™ lighter is the ultimate lighter for candles, grills and everything in between

The partnership, which extends into 2022, begins when the iconic duo lights up the digital screen with the release of “Pass It,” debuting today across streaming TV networks, streaming music platforms, social media, and digital content hubs. The new ad “Pass It” features Snoop and Martha relaxing outdoors when Snoop asks Martha to pass him the BIC EZ Reach lighter and a bowl, to which Martha hands him a bowl … of strawberries.

Snoop lights a candle using the EZ Reach lighter and questions the smell in the air, which is coming from a fondue pot that Martha lit using the EZ Reach lighter. The ad is available on Hulu, Roku, YouTube, Spotify, Pandora, Facebook, Instagram, Pinterest, Google, and other BIC social media channels. A second spot will be released in 2022. You can see the ad below.


Alexis Zarycki is your average girl with the hopes of leaving an everlasting impact on the world. Follow her on Instagram @official_lexpaige