Hey brother, try these Avicii-approved e-cigarettes

Over the Christmas break, Swedish superstar Avicii took to his Facebook with a surprising endorsement. The cause he’s backing? Converting smokers to electronic cigarettes. As the status put it, it’s a venture that’s close to the hearts of the DJ and his manager Ash Pournouri.

As made official today with a press release entitled “Avicii Pitches In To Save Lives,” American e-cigarette brand NJoy has commissioned the producer’s chart blockbuster Hey Brother for its 2014 ad campaign, which bears the tagline “Friends don’t let friends smoke.”

The TV spot, included below, follows two friends helping each other out over a string of scenarios, culminating in a conversion to NJoy. It ends with the pitch, “Cigarettes, you’ve met your match.” While by law e-cigarette makers cannot make health claims about their products in advertising, NJoy has gained media attention for skirting close to the line with this campaign.

In terms of Avicii’s part in it all, the NJoy endorsement has been saluted by some fans, while questioned by others. As one Facebook comment put it: “Who the fuck are you kidding? You smoke like a chimney.”

Whatever Avicii may or may not be smoking, the last six months have been exceptional for the 24-year-old. With his EDM-folk anthem Wake Me Up hitting the top of the American Triple A (adult album alternative) radio airplay chart – no small feat for a dance act – he went on to sell out L.A.’s Hollywood Bowl in November and win an American Music Award (the Australian leg of the tour gets underway later this month). In just a few months’ time, he’ll be back at Miami’s Ultra Music Festival, the place where we first heard True. We can only guess what surprises he is working on this year.