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By Audrey Kemp, LA Reporter

July 3, 2024 | 2 min read

Who knew lighting a candle could earn you a gold medal? As the countdown to the Olympics continues, Snoop and Martha light up our screens with their Lit Games.

Bic, the go-to brand for pens, razors and lighters galore, has once again brought together the unlikely pair of Snoop Dogg and Martha Stewart in a hilarious new spot ’Lit Games,’ a playful nod to the 2024 Paris Olympics, which kick off on Friday, July 26.

In light of Snoop’s love for his favorite herb and Martha’s passion for candles, the duo showcase the Bic EZ Reach Lighter. This lighter, with its extended wand, promises to keep fingers away from the flame, making it the ideal tool for both seasoned smokers and dedicated candle enthusiasts.

In the ad, Snoop assumes the role of an Olympic judge, critiquing Martha’s candle-lighting technique. As she lights her candles with the Bic EZ Reach Lighter, Snoop can’t help but admire her “perfect form,” ultimately awarding her a 10 out of 10.

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The spot is the latest in a series of memorable Snoop and Martha campaigns. Previously, the duo delighted fans with the 4/20-friendly ‘Slow Burn Sessions’ with Willie Nelson and the nationwide search for Snoop Dogg’s elusive lighter in ’Bic Lights Up America.’

The ad was developed in conjunction with Doner CX, a full-service ad agency.

Running from July 1 to August 30, the Lit Games campaign includes paid media and social support across connected TV, Meta, TikTok and YouTube. Both Snoop Dogg and Martha Stewart will also share the campaign on their social media channels later this month.

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