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By Gillian West | Social media manager

June 9, 2014 | 2 min read

Blu eCigs is targeting smokers over the age of 25 with a multi-million pound UK ad campaign, kicking off with a TV creative celebrating the launch of blue Cigs in shops nationwide.

Airing from today (Monday 9 June) the 40 second ad aims to showcase the freedom blu eCigs offer. Created by Brothers and Sisters and directed by Skinny, the commercial – ‘blu Freedom’ - follows a group of friends living life to the full as they transform a derelict city space into a stylish venue in order to throw a party.

“Blu Freedom is a visual metaphor for the freedom smokers can reclaim when switching from traditional cigarettes to blu eCigs,” explained blue Cigs CEO Jacob Fuller. “No longer having to deal with the restraints of traditional cigarettes, blu e-cigarettes allow smokers to embrace freedom and choice, just as the cast of advert does.”

Andy Fowler, ECD and founder of Brothers and Sisters, added: “E-cigs are a phenomenally exciting new advertising category from a creative perspective. Our ambition is to create the first great brand in the market. That means connecting in the most emotional way possible with smokers and helping them feel the sense of freedom they can achieve with blu.”

The advert will run after 10pm across various satellite channels with the full version available on YouTube. In addition to the advert blue Cigs is also taking top electronic music artists on a nationwide tour calling at the likes of Edinburgh, Manchester, Brighton and Bristol.

Campaign activity will span digital and electronic outdoor media and is set to run until December.

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