Early voting has started across many states in the U.S. as we approach the presidential election on November 3. As the coronavirus pandemic continues to persist, millions of Americans have opted to cast their vote through the mail. And, Snoop Dogg is now doing his part to encourage people to exercise their right to vote safely.
In a new 60-second ad in partnership with the Democratic National Committee, the West Coast rap legend remixed his 2004 hit, “Drop It Like It’s Hot” into a campaign ad reminding voters that they can vote via mail-in ballot. The short, but catchy, clip shows masked voters dropping off their votes at an official drop box while stressing the importance of the 2020 presidential election. The ad ends by directing viewers to visit iwillvote.com/locate to find drop box locations near them.
“This is the most important election of our lifetimes and it’s my first time voting. We need every single American to get out there and vote,” the rapper said in a statement obtained by The Hill. “It’s time for y'all to drop those ballots like they’re hot — in your local drop box. Vote early and let ‘em know our voices will be heard!”
Snoop Dogg revealed in an interview with Big Boy’s Neighborhood earlier this year that he will cast a ballot for the first time in the 2020 presidential election.
“I ain't never voted a day in my life, but this year I think I'm going to get out and vote because I can't stand to see this punk in office one more year,” he said at the time. “For many years they had me brainwashed thinking that you couldn’t vote because you had a criminal record. I didn't know that. My record's been expunged so now I can vote.”
Ryan Ford, Executive Vice President & Chief Creative Officer of Cashmere, the LA-based marketing firm behind the ad, says they are committed to working with brands and organizations that have social impact. “Snoop has been very vocal about this being his first time voting, so it was a natural fit for us to have his involvement in this spot to encourage others to participate and register to vote, vote early and vote loudly," said Ford. "There’s nothing more important than being a part of this election. With COVID-19 and the USPS challenges it’s more important than ever before that we take advantage of ballot boxes.”
Cashmere has worked with the Democratic National Committee and the Biden/Harris Campaign on a number of other endeavors including town hall events, but the Snoop collaboration had special significance knowing that Snoop is a first time voter. He is the perfect person to talk about the importance of early voting using ballot boxes. Plus, "Drop It Like It’s Hot" is a pseudo rallying cry giving attention to some of the challenges voters are experiencing with USPS and mail delivery services.
Check out the ad below.