Vype "experience the breakthrough" by Iris

The electronic cigarette brand Vype has launched its first national TV campaign. Iris created the spot, which is airing after 9pm on terrestrial and satellite TV until 6 April but doesn’t feature the product until the final frame. The ad shows a man and a woman running in an urban setting at night before leaping into the air, creating a sonic boom and passing through a cloud of vapour. The imagery represents a breakthrough moment for smokers. The work was written by Nick O’Bryan-Tear, art directed by Neil Durber and directed by Lionel Mougin through Pointblank Productions.

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