On November 16th, The Doggfather of Smoke announced to his combined 129M social media followers that he was “giving up smoke” after talking it over with friends and family. While he asked for others to respect his privacy, rumors started circulating as to why.

Today, Snoop Dogg offered greater clarification that his earlier comment was in regards to his love for sitting by a fire pit without “coughing and his clothes smelling all sticky icky.” Solo Stove has since announced that Snoop Dogg will be their official “smokesman,” in support of the company’s quest to eliminate smoke from backyards everywhere.

Director Chioke Nassor of production partner Even/Odd was selected by The Martin Agency to lead the campaign films. On working with Snoop, Chioke offered, "Snoop was terrific! I had (rightly) assumed he’d be a consummate professional, but what I was surprised to learn is that he got better the more weed he smoked throughout the shoot, like a stoner version of Popeye. Also, I was delighted when, as we were giving him stuff to make s’mores, he said, 'In 52 years of life, can you believe I’ve never roasted a marshmallow before?'"