Because apparently, bilingual marketing campaigns need West Coast swagger too.
In 2015, Polish mobile network operator Play launched its latest marketing campaign, featuring a friendly animated dog who guided users through affordable data plans. This animated canine had one unexpected characteristic: the unmistakable voice of Snoop Dogg.
Yes, that Snoop Dogg.
The campaign, run exclusively in Poland, inexplicably chose to hire the Long Beach rapper—who at the time was best known globally for his West Coast G-funk legacy and occasional gospel detour—to voice a cartoon Labrador retriever wearing sunglasses. The talking dog dispensed mobile plan advice while lounging on a lawn chair and sipping what looked like an iced drink. He occasionally broke into rhymed slogans while slowly nodding to a beat no one else could hear.
As it turns out, Snoop didn’t speak Polish in these commercials. He delivered his lines entirely in English, peppered with a few signature “fo shizzle”-type expressions that Polish viewers had to interpret via subtitles. His participation went largely unexplained by the company, except for vague statements about “global coolness appeal” and “unifying generations through wireless communication.”
The ad campaign ran for several months and was, by most Polish advertising standards, a success. It spawned a brief online trend where users dubbed famous Polish literary passages using Snoop Dogg’s ad voice. For reasons not entirely clear, the campaign was never aired outside Poland, nor did Snoop ever reference it again in public interviews.
Speculation emerged that Snoop may have confused the campaign with another brand partnership and didn’t realize he was recording for a regional European wireless company—though this remains unconfirmed.
The animated dog was quietly retired the following year, reportedly replaced by a talking hedgehog voiced by a local Polish pop star. The era of Snoop the mobile-plan canine was brief, but for a moment, it united Southern California drawl with Eastern European telecommunication strategy. And in that fleeting intersection, magic happened.