Rapper Snoop Dogg has reunited with Solo Stove for a second campaign, following their massively viral ad from November of last year that drew criticism from industry observers.
The Martin Agency helms this latest spot, cheekily titled "Blunt Marketing."
In the advert, the hip hop icon is joined by friend and collaborator Warren G to get down to business and sell more stoves — bluntly, and with the occasional marijuana reference, of course.
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Solo's new campaign with Snoop is a direct reference of their first team-up, which reportedly didn't do so well according to the company.
That campaign was marked by a landmark announcement from the rapper, who told the world he would be "giving up smoke" for good. The news came as a massive shock to anyone familiar with Snoop's famous love for the green.
Eventually, it was revealed to be an ad for Solo Stove's smokeless fire pits.
Despite the campaign's virality, it didn't translate to good sales, resulting in the controversial departure of former CEO John Merris.
However, the brand announced at the Cannes Lions Festival of Creativity earlier this year that it would be working with the "DoggFather" once again.
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According to Solo Brands' Chief Marketing Officer Luana Bumachar, the company analyzed the previous campaign and came to the conclusion that Snoop was the right man for the job after all.
Citing the company's new segmentation in a statement, she highlighted the brand's appeal to 25-35 year olds and its intersection with the rapper's audience, along with his comedic tone and cool factor.
The campaign runs across audio, search, performance, and retail, along with high-profile spots on Amazon's "Thursday Night Football" and NBC's "The Voice," where Snoop Dogg returns as a coach for the coming season.
Snoop is one of the biggest influencers in marketing today, previously collaborating with high-profile brands such as BIC, Corona, and Arizona Bowl to name a few.
With an iconic brand and a one-of-a-kind personality, his presence alone guarantees massive audience interest for any product.
To Be Blunt
The campaign's hero spot consists of mostly freestyled dialogue from the rapper, which was cut into 15-second and 30-second videos.
It opens with the familiar scene of Snoop Dogg and Warren G gathered around a Solo Stove firepit. As Snoop introduces the concept of Blunt Marketing, Warren G chimes in every so often, only to finish his sentences with the word "blunt."
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The rapper hilariously wastes no time, getting to the point immediately to tell the audience to buy a Solo Stove.
After pointing out the audience's inclination to buy a fire pit just because he's in the commercial, he ends the commercial by announcing the appearance of the Solo Stove logo—which inevitably appears above the two rappers' heads.
The campaign highlights how brands and advertising agencies leverage celebrity influence to drive audience engagement and product visibility.
Snoop Dogg's massive marketing presence also cannot be understated, and Solo Stove is just one of many testaments to this.
Before captivating crowds at the Paris Olympics, he starred in an Olympic-themed spot for BIC alongside longtime friend Martha Stewart.
