July 30, 2013, 11:15 AM

Overstock mixes a fresh beat with a new TV ad campaign

The e-retailer taps Snoop Lion—aka rapper Snoop Dogg—for TV commercials.

Lead Photo

The star of the new Overstock ad campaign.

Overstock.com Inc., which frequently features music stars in its TV ads, now has a new spokesman: Snoop Lion, the rap-turned-reggae star also known as Snoop Dogg.

Lion, along with his wife and three kids, appear in the campaign called “The Good Good.” The Good Good is the name of a Snoop Lion song; the song plays in the background of the first ad in the campaign. The ad began airing nationally last week. It features Lion being approached by family members requesting different products. Lion, lounging on a couch like a lion in his lair, immediately shops Overstock.com on an iPad.

“This was an inspired collaboration," says Overstock.com CEO Patrick Byrne. "The collaboration between Snoop Lion and Overstock.com turned out to be much more effective than either party imagined at the outset."

Overstock says Lion approached the web retailer initially about developing some type of collaboration. Besides the TV ads, Overstock.com now features a section called the SnooperMarket, available from the home page, which features the product picks of Lion, wife Shante (a.k.a. Boss Lady) and their kids. Lion, on the e-commerce site, describes his picks thusly: “Whether relaxing or handling your business, this is the 'Good Good' that you need to stay suited and booted, dipped and whipped." Today’s picks include a gas grill, a hemp messenger bag and a portrait of a lion (the animal, not the man).

Previous Overstock.com TV ads have featured musicians Jason Mraz, Ne-yo, and bluegrass duo Joey and Rory. Overstock.com is No. 31 in Internet Retailer’s Top 500 Guide.

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