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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.