Country music is the lifeblood of Whiskey Riff, and we pride ourselves on standing firmly in the corner of the independent artists, and those few in the mainstream still doing it the right way. Whether it’s Waylon, Willie and legends of the past, or superstars in the making like Zach Bryan, our finger is always on the pulse of true country music. From Texas to Tennessee, Appalachia to Bakersfield, Whiskey Riff is THE unapologetic voice of the country music fan.
A RIFF on what makes the great outdoors…great.
“Country” is more than just a steel guitar. It’s a lifestyle. A mindset. A cold beer, hot grill, the game on and the great outdoors. A lifestyle and culture so perfectly captured by the country greats of yesterday, but still alive and well today.
Whiskey Riff is that lifestyle.
On ‘Whiskey Riff Raff,’ Steve Gazibara and Wes Langeler give an unfiltered and unapologetic take on country music, life, and all the craziness that comes with it. Laugh with us. Rant with us. Drink with us.
The iconic trio is back again.
Willie Nelson, Snoop Dogg and Martha Stewart have once again teaming up for a new installment of their 2023 pre-Super Bowl ad featuring the BIC EZ Reach lighter.
In 2023, they premiered their Most Borrowed Lighter commercial, after Martha and Snoop starred in a commercial called Pass It the year prior.
The NFL does currently have a ban on ads featuring cannabis, so they skirt the outright reference to weed, but it’s still pretty funny, nonetheless.
This time, Willie is seen on a video call with Martha and Snoop, where he tells them that his EZ Reach is perfect for “lighting bowls,” to which Martha responds cheekily:
“Of floating candles?”
They continue to discuss other options for use of the lighter, and Snoop points out that Willie is actually using one that belongs to him.
Willie says that he only “borrowed” it, though when Snoop says that he’s been “hard to reach” since Willie has taken the lighter, the connection suddenly becomes unstable.
The ad is already running on YouTube Sports and NFL channels ahead of the big game, though it won’t have an official slot during the Super Bowl on TV this year.
Katty Pien, BIC VP of Marketing, says this campaign has “transcended generations,” and provided real results in terms of sales of the lighter:
“This campaign transcends generations and we can see from the strong consumer engagement that it continues to resonate and drive sales.”
I mean, it’s hard to imagine a more iconic trio, especially when it comes to promoting a lighter for purposes such as the ones they name in the commercial below:
Last year’s installment of the ad campaign:
Willie has previously starred in some huge Super Bowl commercial slots, most recently a Skechers ad called Legalize in 2022:
WHISKEY RIFF RAFF PODCAST
WHISKEY RIFF SHOP