Philip Morris sets off vaping row with ‘hold my light’

Much huffing and puffing over this new ad from Philip Morris – ‘hold my light’ – using a Mission Impossible set-up to persuade people to switch from smoking to vaping. Or maybe do both.

Well why not? Hypocritical maybe as PM makes mega-bucks from smoking and there are restrictions on vaping ads in the UK (which it neatly sidesteps).

Passed a vaper in the street the other, pumping out clouds of vape – like an open air opium den.

The argument against vaping is that it encourages people to take up nicotine after decades of decline. But if you can sell ’em you can promote ’em.

MAA creative scale: 6.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.