Snoop Goes Smokeless ... for His Solo Stove Fire Pit
In last week's social media post shared around the world, weed connoisseur Snoop Dogg said he was giving up smoke.
I'm giving up smoke. pic.twitter.com/DDVl9Syixw
— Snoop Dogg (@SnoopDogg) November 16, 2023
The post garnered massive media attention, and today we learn the punchline: Snoop has become the official "smokesman" for Solo Stove's smokeless fire pits.
Like the rest of us, Snoop enjoys sitting around a pit without "coughing and having his clothes smelling all sticky icky."
A :30 from The Martin Agency opens with a serious Snoop parting ways with smoke. The camera pulls back to reveal the rapper sitting in front of his smokeless fire pit. It ends with Snoop roasting a marshmallow—and you can feel his joy.
"Snoop is one of the best improv talents I've ever worked with, so the BTS/outtakes were amazing," says Chase Zreet, senior copywriter at Martin. "You can see it when he's roasting a marshmallow (actually for the first time in his life). We figured the [social media] concept would work better if the Solo Stove 'smokeless' partnership was in answer to something. So we had to create the question—'Why did Snoop Dogg stop smoking?' Thus, a very obscurely worded quote image was born."
A limited-edition Snoop fire pit bundle, based on the brand's existing Bonfire Fire Pit launches today at a cost of $349.99. The fire pit is matte black, features Snoop's initials and dog paws and signature at the bottom of the stove. The bundle also includes a fire pit stand, a Snoop bucket hat and a sticker pack.
"The more we got to thinking about it, Snoop is such an unexpected spokesperson for a fire pit brand, it just got sillier and sillier (in the best way)," says Allison Apperson, agency ACD/art director. "We wanted to keep this thing as far from an ad as possible. We know it's an ad, but the goal the whole time was to make it more like a confessional and play the rug pull joke straight. Snoop was a natural for this. Anyone else going 'smokeless' felt small. He's made smoke his whole identity. For him to say he's giving it up is kind of a big deal."
CREDITS
Solo Stove
Brand Team
John Merris, Chief Executive Officer
Chris Johnson, Director of Brand
Justin Lake, Creative Director
The Martin Agency
Danny Robinson, Chief Creative Officer
Mik Manulik, VP/Creative Director
Allison Apperson, ACD/Art Director
Chase Zreet, Senior Copywriter
Judd Burnette, VP/Design Director
Tasha Dean, Chief Revenue Officer
Katie White, VP/Account Director
Brett Alexander, MD/Head of Production, Executive Producer
Jacob Munson, Senior Content Producer
Jenn Clark, Sr. Project Manager
Alana Gleason, Senior Brand, and Social Strategist
Lauren Brennan, VP/Head of PR Cultural Impact Lab
Maggie Burke, Cultural Impact Director
Jake Rosenblatt, Influencer Partnerships Director
Sofie Diskin, Manager of Brand Comms
Jamie Dollins, Senior Print Producer
Maria Rougvie, VP/Director of Business and Financial Affairs
Elizabeth Moore, Associate Director, Financial Affairs
Debbie Douglas, Broadcast Traffic Director
Kati Pond, Traffic Manager
Even/Odd, Production
Director, Chioke Nassor
Photographer, Baldomero Fernandez
Founder & ECD, Malcolm Pullinger
Founder, Mohammad Gorjestani
Executive Producer, Justin Lomax
Head of Production, Taylor Feltner
Line Producer, Kimberly Estrada
Friends & Family, Production
Managing Director, Scott Kaplan
Executive Producer, Jed Herold
SuperJoy, Post-Production
Editor, Brian Gregory
Assistant Editor, Tony Schaffner
GFX Motion Artist, Lyly Nguyen
Flame Artist, Paul Wiederholt
Colorist, Roslyn Di Sisto
Executive Producer, Brian Fox
Senior Producer, Chris Frendo
Royal Muster, Color
Colorist, Roslyn Di Sisto
Color Assists, Zack Wilpon & Esli Israel
Executive Producer, Thatcher Peterson
Head of Production, Diane Valera
Overcoast, Audio
Mix Engineer, Jonathan Waller
Producer, Andrew Carter
Agencies
The Martin Agency
