Coming soon: the electronic cigarette TV ad
Americans saw something new on their screens last month. No, not the latest episodes of Glee or another Brit-filled thriller series but an advert for a cigarette. Well, strictly speaking an electronic cigarette. For a whole generation (and a half) this was a revelation as tobacco cigarette advertising has been banned in the USA since 1971. Ecigs fall outside that law, since they contain no tobacco.
Plus ca change as they say (at least in France) as the ad harked back to a ‘Golden Age’ of cigarette advertising as the ad featured a handsome actor (Stephen Dorff from ‘The Immortals’) poses and struts on a beach in a stylishly shot black-and-white television spot. He puts the cigarette to his lips, takes a puff, and exhales a rich flume. But of course this is an electronic cigarette so there is no smoke, just vapour.
Experts predict the ad will have a big impact on an already fast-growing electronic cigarette market in the USA. Electronic cigarettes have exploded in popularity in the US since they first appeared on the market in 2007. Since their introduction onto the US market, US sales have risen from $5m (£3.1m) to an estimated $250m, according to research.
The use of actors such as Dorff is important as using electronic cigarettes in public needs to become not just acceptable, but actually a sign of the user’s intelligence in switching to e-cigs and away from tobacco cigarettes. We have previously reported on the number of actors who have been ‘papped’ using ecigs, so their acceptance is growing. Similarly a previous blog looked at the increased use of ecigs in the city that is at the heart of all the latest trends – New York.
E-Lites has been at the forefront of promoting e-cigs and launched Europe’s first ever TV ad promoting a nicotine-based electronic cigarette in January. We will report back on the impact of these TV ads but if anybody has seen the US ad, let us know what you think of it!
Remember to watch this space as we will be releasing a range of great blogs over the coming months. Our readers can also find our E-Lites Facebook page at http://www.facebook.com/ELitesUK. For all the latest goings on, you can keep up-to-date with E-Lites on Twitter https://twitter.com/ELitesUK. And we also have an E-Lites YouTube channel live at http://www.youtube.com/user/ElitesUK.