November 05, 2013

UK eCig Company Gives Ad Regulators the (sexy) Finger

A while back the UK regulators in charge of advertising shot down pretty much every UK eCig ad on the basis it was too vague. This, despite the fact that they couldn't really show the product because of the same regulatory agency. VIP e-cigarettes decided to produce a whole new selection of ads that meet the guidelines. Oh, and they are complete over-the-top sexual innuendo.

E-Cigarette Maker Launches Bizarre, Raunchy Teasers in Response to Ad Ban ‘No apologies’ for new tactic

The Ad Standards Authority previously reprimanded VIP and other e-cigarette makers for running ads that weren't clear they were for e-cigarettes, and didn't mention that the products contain nicotine. Both of those facts are clear enough in the 20-second teaser below—after you hear the woman telling you to “get it out” and “put it in my mouth.” There's a version with a man, too. The short TV spots don't show the product—they're not allowed to—but the 60-second online versions do.

“I think it's safe to say that our ads could be considered controversial and definitely push the boundaries. However, we make no apologies for this,” says David Levin, co-founder of VIP. “Due to advertising regulations, we were not permitted to include the product in the ad, so we decided to take a tongue-in-cheek approach to appeal to an adult audience and communicate the superior taste of VIP products whilst making it clear they do contain nicotine.”

I'm too busy laughing to provide any real commentary. I guess the regulators should have seen this coming. Hit the link to watch the ads on Ad Week's site.

Introducing the world's first Vapor Zeus!
Introducing the world's first Vapor Zeus!

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