“Relax, It’s a fucking NJOY”

A never-giving-a fuck-smokers, Courtney Love upsets an old lady in the building.  As an old lady reaches to Courtney, saying “Relax, It’s a fucking NJOY” during the 50 second commercial of NJOY, a leading independent brand of electronic cigarettes.

NJOY is an official sponsor of NEW YORK Fashion Week and their products are available as free for the models, editors and stylists.

They are targeting adult committed smokers with their cool and fashionable brand images.

This ad is very smart and successful, but the electronic cigarettes usage in public is a huge problem nowadays.  Sometimes, it’s all about perception. 

I highly recommend NJOY product as an introductive tobacco alternative, because they have the most closest taste and look to real cigarettes.  But their battery management is extremely weak and it just last less than half day.  You cannot keep buying couple of $6 disposable Ecigs everyday, because cost management is crucial issue for someone who tries to switch from real cigarettes.