Bah Humbug, Girly and Major
There are lot of complexities when it comes to advertising e-cigarettes. Between challenging compliance regulations, and lighter copyright laws, developing the creative for Vaporized was not as simple as it first seemed.
The message of vaping as a form of smoking cessation made the process much more challenging, but out of complexity comes clever creative. With perseverance, the creative set to connect with smokers in a relatable situation; retire your lighter, and get yourself an e-cigarette instead. Simple, funny and relatable, this suite of ads saw an increase in shop footfall, resulting in more franchises opening across the country.
Advertising e-cigarettes on TV has since been banned, but much like the lighters featured in the ads, they had a good run.
- TV spot
Producer: Hannah Currie /Karen Gardiner
Creative:/Director: Vicky Kerr
DoP: Carlo D’Alessandro
Editor and GFX: Pete Fullarton
