My idea is to have a phoenix represent Marlboro Sky.
Phoenix’s are a mythological bird that can attain new life through rising from the ashes of it’s predecessor. 
We could literally show a fiery/white hot Marlboro Sky rising from the ashes of an old cigarette, as a new and improved life. Which could then somehow fly off into the Sky to symbolize the opportunities rising from a fresh start, putting down cigarettes. Because electronic cigarettes don’t go out they can symbolize a long lasting, healthy life of a Phoenix , burning brightly. Because normal cigarettes can go out they symbolize death and bad health in this case, or unsustainable. The phoenix could potentially live forever as long as it doesn’t go back to burning the way it used to.
A phoenix could also symbolize the idea that it’s never too late to shift from normal cigarettes to an electronic one. Even if you think it’s no use and your smoking has done it’s damage, it’s never too late for a new beginning, a new life, and rising fire.
The song “Anna-Molly” by the band Incubus could be featured in this ad. Particularly the sample before the breakdown where the singer is doing some build up. He repeats the lyric “wait, there is a light, there is a fire”. The “fire” being the phoenix, that second chance, the hope of a new life.
fryguyblog 