Pocket Like It's Hot

The idea: Parody Snoop Dogg's song "Drop it Like it's Hot" into a more Hot Pockets-friendly "Pocket Like It's Hot." And it actually happened. With Snoop and everything. As the copywriter on the project, I can now claim that I wrote rap lyrics for the Doggfather himself.

Our video lit up the internet and quickly scored millions of views. It got tons of press, convinced the brand to go for round 2 the next year, and was ranked the 12th most watched ad of the entire year on YouTube.

People even took to Rap Genius to analyze the lyrics. And, perhaps most impressively, the campaign was a question on Jeopardy!