Good friends 'don't let friends smoke' - says e-cig brand

From pulling off pranks together and getting each other out of pub brawls to making a best man's speech, best friends look out for each other.

In this film from electric cigarette brand NJOY, the message is to look after friends’ health by getting them off tobacco and onto an alternative, claiming: "Everyone who loves you wishes you didn’t smoke. So do we."

Brand: NJOY

Client: Geoff Vuletta, chief marketing officer

Agency: Arcade

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The top 10 brands favoured by Remainers and Brexiters
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1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

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