“How did advertising for tobacco-related products become hip again?” This is the question that editor and filmmaker Dominick Nero wanted to address with his latest video montage. Against the odds and in blatant defiance of decades of sobering medical reports and death tolls, the foul weed tobacco has once again become socially acceptable, even hip, with the advent of vaping and e-cigarettes. “Let’s be honest here,” writes Nero, “there’s nothing cool about inhaling an addictive, piece of shit substance… Addiction is sad, and e-cigarettes are just a futuristic way to hurt ourselves.” “Sad White Guys Smoking E-Cigarettes” is Nero’s way of surgically removing the coolness of e-cigarettes by remixing real vape commercials.