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.

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

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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