E-lites Go Gangnam Style

E-Lites the UK’s leading e-cigarette brand has become the first company in Europe to produce a TV advertisement for e-cigarettes containing nicotine. The national advertising campaign will air for the first time in the UK on Saturday 19th January 2013.

 

The ad, created by McCann Birmingham will be shown on ITV, Channel 5 and satellite channels including Sky 1 and Sky Living and spearheads a multimillion pound marketing campaign including TV, print and digital advertising, PR and social media.

 

Commenting on the TV ad E-Lites marketing director, Trevor Field, said: “E-Lites is always seeking to be at the forefront of key industry developments. The production of this TV ad is not only a major step forward for the brand but in fact the whole category and seeks to help consumers understand the product and its benefits. It is the first time since 1965 that an advertisement relating to smoking has been seen on TV in the UK.  The E-Lites advert showcases the concept of smoking reinvented – a modern, healthier alternative to smoking. 

 

“We appreciate that it is better to quit smoking altogether but there are over 10 million smokers in the UK, many of whom are unwilling or unable to quit.   E-Lites offer a harm reducing alternative and we know that we can give smokers a healthier, cheaper and more socially acceptable option to tobacco cigarettes. The TV ad is a great way to communicate that message.”

 

The 30 second execution centres on the provocative theme of ‘You don’t know what you’re missing’.  Featuring Waterloo Road star Mark Benton, as the baby’s father, it shows a family gathered at home for a party.  While Dad furtively pops out for a cigarette, the rest of the family witness the baby’s first steps.  A beautiful moment made all the more special when the baby pulls off some Gangnam style dance moves.

 

At that moment the baby’s dad, having finished his cigarette, comes back into the room and oblivious to the recent events simply says: “So, what have I missed?”  The room remains silent, still stunned as the message ‘E-Lites – You don’t know what you’re missing’ appears on screen.

 

Vince McSweeney, executive creative director, McCann Birmingham comments: “Obviously it’s important for us to comply with all advertising regulations.  We have been dogged in our execution to illustrate the benefits of E-Lites in a responsible manner.  But that doesn’t mean that it can’t also be engaging.

 

“Every day thousands of smokers across the UK are interrupting their day to head outside for a smoke.  By highlighting the lost opportunities it illustrates an immediate benefit of E-Lites: they can be smoked anywhere without the socially unacceptable side effects including those associated with passive smoking.”

 

Trevor Field adds “The underlying message is more hard hitting, provoking the thought that if smokers continue to smoke traditional cigarettes they are putting their lives at risk, potentially missing future milestone achievements of their child.”

 

The ad was directed by Chris Balmond whose achievements include a Gold BTAA and 10 Gold Promax Awards. The media strategy is developed and managed by All Response Media.  PR support is provided by Golley Slater.