Big Tobacco – specifically British American Tobacco – is to make a controversial return to TV advertising after a 20 year break. The company will be promoting its ‘Vype’ brand across TV, in spite of the fact that the World Health Organisation says that the safety of ENDS [electronic nicotine delivery systems] ‘has not been scientifically demonstrated’ and recommended that, “Until such time as a given ENDS is deemed safe and effective and of acceptable quality by a competent national regulatory body, consumers should be strongly advised not to use any of these products, including electronic cigarettes.”
The TV spot was created by Iris Worldwide, directed by Lionel Mougin and special effects were provided by MPC. The advertising of e-cigarettes in the UK will be subjected to a full public consultation by the Committee of Advertising Practice (CAP), a sister body of the Advertising Standards Authority (ASA) responsible for writing the Ad Codes. The ASA say this will mean clarification for advertisers about what they can and can’t do, and ensure this product is advertised responsibly. According to Ad Age, the multi-million pound campaign with run across mainstream TV, print and digital campaign ahead of an international roll-out for the brand.
Here’s a video of that features junkies running to get their fix…
And here’s another one:
Video@Dmexco - Watch the highlights: