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Campaign Live: Blu unveils ‘independent spirits’ in global campaign

Blu, the e-cigarette maker, has launched its first global brand campaign since appointing The Corner to its ad account earlier this year. The Corner has created a range of ads featuring five characters – a motorcyclist, a comedian, a drag queen, a model and a pilot – who represent independent spirits carving their own path in life.

The first of the ads features a helicopter pilot herding cattle. After the pilot lands, she exits and begins vaping on an e-cigarette. The spot was written by Tom Prendergast and art directed by Joe Stamp at The Corner. It was directed by Romain Gavras through Iconoclast.