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."

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