Stephen Dorff is making e-cigarette's look cool by smoking them on the beach in black&white, while the branded blue light glows. He touts adults choice, and stresses that e-cig's are cool because they don't make you smell like an ashtray, don't bother people at basketball games, and.. *puff* *INHALE* *blow* - you look just as cool as when you smoke analog cigarettes. It's got all the trappings, a Hollywood handsome man and even the folded up jacket collar.

By golly, I think we've just seen the launch of a new vice. While the tobacco companies stress that their clever marketing for e-Cigs is not there to entice non-smokers or people who quit to smoke them, only to be an alternative for smokers, I'm not so sure after seeing this ad. It might gain new smokers.

However, as a former smoker (yep!), I wasn't tempted to try this. Not even after I read reviews that they taste a bit like coffee. I was extremely brand loyal to my Pall Mall plain (and the occasional Nat Sherman cigarettello) that quitting for me meant just that, quitting, not switching.

Those not ready for quitting yet might want to give this a go. It won't help you quit at all, but at least you won't stink. The ad manages to get that point across loud and clear with the breezy beach behind him. Subtle.

Big Tobacco are making high tech smoking cool.

blu Cigs

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (5)

  • Dabitch's picture

    Right, so him & his friend pitched Blu.

    If Stephen Dorf came up with the line "rise from the ashes"... well, that's not a bad line.

    Jun 14, 2013
  • Vitamin Enriched's picture
    Vitamin Enriched

    I guess I instinctively laugh whenever I see Dorff. Not sure if it was SFW or City of Industry that first made me feel this way.

    But if it works, it works.

    Jun 15, 2013
  • Dabitch's picture


    Yeah, it's not working on me (not tempted to pick up an e-cig but then I quit the habit proper and am supposedly not the target anyway since I am a quitter)... But I can see how this could work. e-Cigs are put on the map, no longer that odd device someone bought in Hong Kong ten years ago, but I actually see people using these in bars.

    This just might put Blu on the map. E-Cigs are going to be a thing.

    Jun 15, 2013
  • Kissmekatey's picture

    Looking back at this now that vaping has become big business... It kind of worked, didn't it?

    Apr 22, 2017