We’re proud to have helped our client, VIP e-cigarettes to be the first brand since 1965 to show what appears to be ‘cigarette smoking’ in a TV commercial.

In fact, it’s not smoking, it’s vaping – the use of an electronic cigarette.

The campaign breaks in the first post-watershed ITV1 ad-break on the very day that BCAP rules have made it permissible.

It’s another example of our agility in helping make our client’s brands famous and a true reflection of work | that works™.