BIC, a world leader in stationery, lighters, and shavers, welcomes music icon Willie Nelson to its legendary and viral BIC®EZ Reach® advertising campaign featuring entertainment superstar Snoop Dogg and lifestyle innovator Martha Stewart.
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).