Willie Nelson borrows BIC lighter for a big fat…

(Courtesy BIC)

This campaign is lit! Music icon Willie Nelson leads a new viral BIC®EZ Reach®  advertising campaign featuring entertainment superstar Snoop Dogg and lifestyle innovator Martha Stewart.

Now in its third year, the campaign’s latest iteration, “Most Borrowed Lighter,” reinforces the pocket-sized lighter’s 1.45-inch extended wand that helps light hard-to-reach places and is inspired by a powerful consumer insight: EZ Reach lighters are so useful that friends and family tend to “borrow” them for their own lighting needs.

The “Most Borrowed Lighter” campaign debuts this month across streaming TV networks, social media and digital content hubs. The creative agency is Doner CX, the media agency is Merkley+Partners and the talent agency is Gamma Communications.

In “Most Borrowed Lighter,” Willie Nelson uses a BIC EZ Reach to light up a fat…candle just as he gets a surprise video call from Snoop who has misplaced his beloved EZ Reach lighter. Martha then joins the call to report that her scented candle is missing.

While Willie denies seeing their items, it becomes clear that he “borrowed” them from Snoop and Martha. Willie is seen chuckling mischievously as he lights up a candle with his “favorite herb scent” (-ed candle). Watch below:


“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 BIC EZ Reach lighter’s unique design helps to light those hard-to-reach places, whether you are lighting a candle or something else,” added Willie Nelson. “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.”

Three’s Company: Martha Stewart, Snoop Dog and Willie Nelson

“Snoop and I have had so much fun demonstrating the versatility of the EZ Reach lighter,” Martha Stewart told Reel 360 News. “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,” concluded Snoop Dogg. “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 ad is available on YouTube, Facebook, Instagram, TikTok and Pinterest and will be shared on WillieSnoop and Martha‘s social channels. The spot is just the beginning of the BIC EZ Reach partnership with Willie, Snoop and Martha, which will continue throughout 2023.




MEDIA AGENCY: Merkley+Partners

TALENT: Gamma Communications

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