1 year ago
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Willie Nelson commits the gravest of sins astatine the commencement of the BIC EZ Reach Lighters commercialized up of Super Bowl LVII: helium takes idiosyncratic else’s lighter. Ask anyone who has ever needed a flame, lone to find that idiosyncratic other has tally disconnected with their BIC, and it’s the worst feeling imaginable. Yet, Willie doesn’t look to see this arsenic helium lights up a abdominous …candle. That is until Snoop Dogg pops successful via a video call. “Yo, Willie. Do you person my BIC EZ Reach lighter?”
“No,” feigns Willie, hiding the lighter off-screen. The caller Grammy victor (Best Country Solo Performance for “Live Forever” and Best Country Album, for A Beautiful Time) tries to play innocent, but Snoop said that helium saw Willie effort to thenar the lighter. In comes Martha Stewart, who is upset that her scented candle is missing. Willie said that the lighter is “my favourite herb scene.” “I’m definite it is,” says a snarky Martha.
“The BIC EZ Reach lighter’s unsocial plan helps to airy those hard-to-reach places, whether you are lighting a candle oregon thing else,” said Willie Nelson successful a property merchandise accompanying the caller commercialized and campaign. “I’m thrilled to spouse with BIC and my friends Martha and Snoop to amusement disconnected the galore ways the BIC EZ Reach lighter is perfect for each lighting occasions.”
Willie Nelson, with his ill-gotten gains (Thankfully, everyone has a BIC EZ Reach lighter) (BIC)Consumers love this cheeky run and however BIC EZ Reach lights candles and ‘more’ portion helping to support fingers distant from flames,” said Katty Pien, Vice President of Marketing for BIC North America, successful a property release. “Adding Willie into this playful dynamic with Snoop and Martha volition grow the campaign’s entreaty by welcoming Willie’s fans to articulation successful the fun.”
The gag of the advertisement – launched earlier the Super Bowl and expected to tally successful pre-game sum — is that some Willie and Snoop Dogg are avid cannabis consumers. Though with further decriminalization of cannabis usage successful the United States, BIC whitethorn not person to creation astir the taxable overmuch longer, particularly since Willie has his ain Willie’s Reserve marque of cannabis, and Snoop was 1 of the archetypal celebrities to leap into the marketplace erstwhile helium launched Leafs By Snoop successful 2015. Martha has launched a enactment of CBD products, including gummies, brushed gels, and lipid drops.
On the flip side, Snoop has besides launched his ain enactment of candles. So, nary substance what you’re lighting, it’s champion to usage a BIC EZ Reach Lighter – but retrieve to instrumentality it afterward.
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English (US) ·