Not even the Marlboro Man ever did anything so macho as herd cattle with a helicopter, but that's the kind of exploits the heroes of the new Blu ads get up to.
The Corner created the global campaign – its first for Blu since winning the ad account in January. In the first spot, a Stetson-wearing woman steps out of her helicopter after using it to herd cattle and takes a satisfying pull on her e-cigarette. The strapline is: "Just you & Blu." The work was written by Tom Prendergast, art directed by Joe Stamp and directed by Romain Gavras through Iconoclast.