December 13, 2013

This Is One Serious Commerical… And People Are Upset

VIP
A commercial that aired in England recently drove some parents bonkers over the overtly sexual innuendo.  The commercial comes from VIP Electronic Cigarettes and it is steamier than anything we’ve seen in a while.  According to local news over there, the Advertising Standards Agency (ASA) received nearly 150 complaints about the ad — which aired during a 9pm showing of I’m A Celebrity… Get Me Out of Here!

Restrictions on advertising prevent electronic cigarette companies from showing their products in television commercials.  So here’s what VIP came up with.  Check out the ad below.

Whoo! Steamy.

E-Lites did a commercial recently with similar restrictions.  The bans on showing the products and the shiftiness with which advertising regulators view the industry makes producing ads difficult.  The E-Lites ad took around 14 months to get approved (more on that here).

VIP co-owner Miguel Corral said the commercial was meant to be “slightly cheeky.”  It seems it was their best response to the ridiculous requirements placed on e-cig advertising.  The goal, it seems, was to make it clear that the products do contain nicotine, have a taste and flavor to them, and aren’t for kids.

Detractors are arguing that the ad glamorizes smoking and electronic cigarette use and makes it appealing to teens.  That is a little hard to argue when the commercial doesn’t actually show the device or the act, but we get the issue.

Perhaps ads like these will convince advertising regulators to take a step back and realize just how ridiculous they’re being.

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