U Mild is a cigarette brand that holds the principle of “Cigarettes for boys” because their advertisements always emphasize the things that U Mild boys should do, in which can make them look cool and stylish. The thing conveyed in this ad is always about the U Mild guys’ code.
An example is the guy code #043 advertisement. There are two men who seem to just meet after such a long time.
They hug each other then. After a few moments passed, the man who wears leather jacket take off the hug, as he thinks that the hug is too long.
That’s because the U Mild guy has such a principle like “You can hug me, but not for a long time.”