Actor Stephen Dorff is fronting a new ad campaign to help smokers kick the habit with a new line of electronic cigarettes.
The Backbeat and Blade star used the blu eCigs to help him when he gave up smoking after 20 years - and now he's the pitchman for the product.
In the ads, a smiling Dorff holds one of the electronic devices and asks smokers, "Isn't it time to rise from the ashes?"
The actor says, "After 20 years of smoking, I've taken back my freedom. Now I can smoke virtually anywhere.
"No guilt. No odour. No ash and no pausing life when I want to light up."