See Snoop Dogg action figure star in 19 Crimes wine ads

Snoop Dogg—or a miniature version of him known as “Lil Snoop”—is the face of a new campaign for the rapper’s 19 Crimes wines.

New spots promoting 19 Crimes Snoop Cali Blanc, the fourth wine in a series featuring Snoop Dogg on the label, premiered on Wednesday. The ads are narrated by Snoop but show the action figure Lil Snoop lying on a floating mattress in a pool, and in another ad, chilling on a hammock. The aesthetic of these ads is reminiscent of Snoop’s work for Corona beer, in which he is also shown relaxing, beachside.

The “A New Way to Chill” ads from the agency Observatory premiered on linear TV, YouTube TV and on social media.

Observatory worked with artist Dan Chung to make Lil Snoop, who stands about 12 inches, or the size of a Barbie doll. Known for sculpting posable figures of celebrities, Chung was also responsible for the Martha Stewart action figure for 19 Crimes’ Martha’s Chard.  

The ads have fun with proportions. In one spot, a Lil Snoop-sized glass is flooded by a pour from a full-sized wine bottle. In another ad, Lil Snoop is shown alongside a full glass of wine that he is unable to lift to drink.

“Snoop Dogg is a busy man, and while his personality is chill, he hardly has the time to relax like Lil Snoop can,” Linda Knight, chief creative officer at Observatory, said in a release. “Lil Snoop is our second go of action figures, and they just add an extra piece of brand entertainment to 19 Crimes’ campaigns.”

This is not the first time 19 Crimes utilized a tiny version of Snoop in a promotion. In 2020, the rapper appeared as a hologram for consumers who scanned bottle labels with their phones.