Key Takeaways:
- Up to one-third of vapes sold in the U.K. fail to meet safety regulations, posing potential compliance challenges for retailers and manufacturers.
- The campaign uses a striking visual — a tiny bullet made from the lead in a counterfeit vape — to illustrate the dangers of inhaling harmful substances.
- Businesses selling unregulated vape products risk damaging brand credibility amid growing awareness of health risks.
Would you inhale a bullet?
That’s the chilling question at the heart of creative advertising agency Publicis London’s latest awareness campaign.
"The Breathable Bullet" exposes the toxic reality of illegal vapes and the potential business risks for retailers.
In collaboration with nicotine-free aromatherapy diffuser brand Ripple+, the agency has crafted a microscopic bullet entirely from the lead found in a single illegal vape.
This visually highlights the severe health risks consumers unknowingly inhale.
The campaign comes as reports indicate that up to one-third of vapes sold in the U.K. fail to meet safety regulations, with some containing hazardous ingredients like lead.
Working alongside physicists at a leading U.K. university, Publicis London created a 0.3-millimeter bullet from 56.8 micrograms of lead, matching the amount present in one illegal vape.
At the heart of the campaign is a dramatic 60-second film, produced in partnership with Arts & Sciences and directed by Quentin Deronzier, known for his work with Drake and The Weeknd.
The campaign extends beyond the film, with fly-posters displayed across London featuring clinical images of the lead bullet alongside Ripple+’s nicotine-free aroma diffusers.
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Noel Bunting, chief creative officer at Publicis London, emphasized the urgency of raising awareness in a statement:
"People have long discussed the toxic ingredients in vapes, yet more awareness is needed about the dangers of illegal, unregulated options.
The symbolism of crafting a real bullet — an object synonymous with death and danger — entirely from materials found in these vapes creates a stark and relatable reminder."
Running across Ripple+’s organic and paid social media channels, it aims to reach vape users and spark conversations about the hidden dangers of unregulated vaping products.
As consumers become more cautious, brands that are upfront about quality and sourcing can turn transparency into a real advantage, building trust and long-term loyalty.
Turning Lead Into a Wake-Up Call
The hero film follows a man as he carefully extracts lead from an illegal vape, revealing the dangers inside.
As the lead is exposed, the ad highlights the serious health risks it poses, like nerve damage, vision problems, and high blood pressure.
He then creates a nicotine-free vape, showing a safer alternative.
The film ends with a Ripple+ vape, reinforcing that it contains no nicotine, lead, or harmful chemicals.
@therippleco It’s National No Smoking Day, go zero-nic & stay bulletproof with our puffs. Lab-tested & certified. Stay cloudy ☁️🌿 #reaction#nosmokingday#stopsmoking#quitsmoking♬ original sound - ripple+
For retailers and eCommerce businesses, product safety and regulatory compliance are more important than ever.
Investing in strict quality control and supplier vetting isn’t just about avoiding legal trouble; it’s about building a positive brand perception that nurtures consumer trust and loyalty.
Meanwhile, FCB Health New York, SAFE Project, and LOBO previously launched "The Snowball," an animated short film exploring the link between winter and increased alcohol misuse.
