It’s easy to imagine the scenario that led to this new advertisement featuring Snoop Dogg/Lion hawking Hot Pockets. It probably happened in a big, fancy conference room in a top ad agency, with lots of poring over notes and PowerPoints and Klout scores and drinking lots of coffee, possibly with whiskey in it (because all of your understanding of how ad agencies work comes from Mad Men). How to make Hot Pockets seem hip and sexy for the younger demographic? The hapless just-moved-to the-big-city Intern is not paying attention, instead mindlessly scribbling “Pocket Like It’s Hot, Pocket Like It’s Hot” on her notepad. The Account Executive sitting next to her snaps up the idea like it’s the last bacon-wrapped shrimp at a casino buffet, and an ad campaign is born. No one seems to notice that this is a song from 2004.
This may not be exactly how it happened, but nevertheless, somehow it never crossed the mind of anyone in advertising to use Snoop Dogg’s “Drop It Like It’s Hot” in a Hot Pockets commercial before. So here were are, complete with a music video with guest appearances from Andy Milonakis and DeStorm, as well as a blinged-out incarnation of mascot Herbie Hot Pocket. As Snoop watches the microwave while rapping about what to do when “your munchies get a attitude,” Herbie chills in the hot tub and at one point, DeStorm makes it rain with pepperoni slices. This is the stuff of which Clio awards are made.