E-Lites secures product placement 'first' in Lily Allen's 'Hard Out Here' video

E-Lites: product placement in Lily Allen's new music video
E-Lites: product placement in Lily Allen's new music video

E-Lites, the e-cigarette brand, has partnered with Lily Allen for a product placement deal in her controversial 'Hard Out Here' music video, which takes a swipe at the sexism in the music industry.

The product placement deals comes as e-cigarette brands seek new ways to market their products as the Advertising Standards Authority clamps down on their advertising.

Last week, e-cigarette firm VIP launched a campaign laden with sexual innuendo in response to the ad clampdown, a move praised by SmartCigs manager Billy Webb who claimed the tactic "would help dispel the myth that e-cigarettes are aimed at children".

The E-Lites packaging and cigarettes appear in the Lily Allen video that is causing a stir on social media for satirising the music industry with a parody of Robin Thicke’s 'Blurred Lines' video.

Footage from the controversial video includes silver balloons spelling out "Lily Allen has a baggy pussy", and Allen is seeking to promote debate of the music on social media using the #HOH and #Bitches hashtags.

In a blog post, E-Lites described the product placement deal as a "first" for the company.

E-Lites added: "This appearance caps off a significant year for us, where we’ve partnered up with some of the biggest names in football, top-flight rugby teams, race-winning drivers, and picked up two awards from our dancing baby TV advert.

"Here at E-Lites we’re always leading the way and coming up with new ideas to connect with customers."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now