Snoop is always true to himself and unafraid to reinvent himself—he loves trying and building new things, and his humor is disarming. In America’s most divisive era, this ethos and attitude brings timely, refreshing Zen to the airwaves. Especially in an election year when brands avoid sides, Snoop reaches and catalyzes people across demographics and generations—an ultimate unifier. What Snoop likes, does and buys is something everyone can feel chill liking, doing and buying.

So, what better place than Paris’ world stage to promote a fun-loving, cool flavor of American patriotism that inspires common ground? And who better than Snoop—wrapped in an American flag shedding genuine tears during the national anthem—to deliver the message? No one. According to Snoop: “The Olympics brings everybody together, all countries together, all people together—yes, through competition, but peace and love and unity is the end goal.”

So, you want to work with Snoop?

Ask not what Snoop can do for your brand, but what your brand can do for Snoop. In NBC’s case, in exchange for Snoop exporting the most relevant, resonant version of America to the masses, they gave Snoop “something I never, never expected in my wildest dreams.”