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The electronic-cigarette brand Blu (previously SkyCig) has released its first UK TV advertising campaign. Brothers and Sisters created the spot, which has a £20 million media spend behind it. The ad will run on satellite channels after 10pm until December. It shows a group of friends turning a derelict space into a party venue with a soundtrack by Two Fingers. The strapline is: "Freedom for the taking." The campaign also includes digital and outdoor executions, and Blu is also organising a UK tour of electronic-music acts to promote the brand. The TV ad was directed by Skinny through Partizan. Post-production was through Electric Theatre Collective.