Electronic cigarette brand Blu E Cigs has invested in its first multi million pound TV advertising campaign targeting smokers over the age of 25.

The forty-second advert which hit screens earlier this week highlights the “freedom” that Blu E Cigs offer to adult smokers.

It follows a group of friends, who, ’unhindered by the restraints of traditional cigarettes, are spontaneous and carefree’.

The ad will run after 10pm every day across a variety of satellite channels with the full version available on YouTube. Set to run until December, it is estimated that the ad will be seen by approximately 50% of 25-44 year old smokers in the UK each month.

The campaign will also run across digital and electronic outdoor media and will be supported by a nationwide tour showcasing electronic music acts.

Blu E Cigs chief executive Jacob Fuller said: “We intend for this large scale advertising campaign to significantly boost sales for our retail partners and create a brand which consumers will identify with and remain loyal to.”