Culture

Cigarette Company Returns to Air to Advertise E-Cigs

Assuming the FDA doesn't stop them

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Reynolds American Inc. (RAI), which once promoted its Winston cigarettes on the "Flintstones" cartoon show, is returning to television for the first time in 43 years -- this time advertising its new Vuse e-cigarette.

The 60-second commercial, which begins airing in Colorado next month, features lab technicians in white coats and zooms in on the microprocessor that controls the sleek metallic Vuse, which like other e-cigs delivers a nicotine-infused vapor rather than smoke. The spot is nothing like Reynolds ads of yore. There are no cartoon spokesmen. Also absent: a jingle such as "Winston Tastes Good Like a Cigarette Should."

The commercial draws attention to e-cigs as the U.S. Food and Drug Administration assesses the potential risks of what cigarette companies bill as a substitute for smoking. Rival companies including Lorillard Inc. (LO) have drawn fire for airing ads that anti-smoking groups say could hook a new generation on nicotine or induce youngsters to try the real thing.