An amazing advert recently hit our TV screens to advertise electronic cigarettes. This ad tests the almost 50-year long ban on promoting smoking on TV. What is somewhat a rather controversial product to promote. E-Lites use a highly humorous advert that promotes the benefits of puffing on a product using nicotine.
The national campaign features Mark Benton, who plays a father who nips outside for a quick ciggy and misses his baby’s first steps…the humorous twists arrives in the form when the baby suddenly breaks out into the Gangnam Style dance.
Under the current UK law and with what must of been a difficult brief to advertise cigarettes that don’t have an overall goal of helping smokers quit, this advert adopts a brilliant concept using the tag line ‘What are you missing?’
Agreed that it is controversial to promote such a product, the underlying message of this advert is somewhat more hard hitting; the aim is to provoke the thought in smokers that if they continue to smoke regular cigarettes, it may be more than just their baby’s first steps that they are missing…
Speakeasy 