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- tobacco industry
- electronic nicotine delivery devices
- advertising and promotion
- priority/special populations
A television (TV) advertisement launched in Spring 2020 for Reynolds American’s VUSE e-cigarette, titled ‘Unstoppable,’ features VUSE Alto devices undulating in colour-coordinated ribbons or waves around a neon-lit room (see figure 1).1 A hip-hop jingle accompanies the visuals with the chorus: ‘Unstoppable! Who us? YES! Passion, CHECK! Drive, CHECK! How much you gonna give? That’s a hundred percent. Gonna take it to the top, won’t settle for less.’
This ad is notable for its similarities to ‘Nicotine Addiction Check’ memes on the short-form video sharing app TikTok (see figures 2 and 3).2 ,3 These user-generated videos have been popular since at least late 20194 and frequently feature spent e-cigarette devices and liquid refills (often Puff Bars and JUUL pods) arranged in colour-coordinated rows, cascading into a trash …
Contributors KLM designed, wrote and revised the manuscript. MM participated substantively in design and editing of the final manuscript.
Funding MM holds an Innovation in Regulatory Science Award from the Burroughs Wellcome Fund.
Competing interests None declared.
Provenance and peer review Not commissioned; externally peer reviewed.