A bit of E-Lite comedy


I saw an ad at the weekend that I love.

Dancing baby + Gangnam Style = My attention


What an unexpected and poignant turn.  “What are you missing?” I’m sure many smokers have felt this way – when they have to pop out for a quick smoke and miss a part of a film, a hilarious conversation, or in this case, something far more important. I like how the slogan fits perfectly with the comical exaggeration, but also has a far more evocative meaning; what else will you miss apart from your grandchild’s first steps if you keep smoking? Your grandchild’s future?

E-Lites are an electronic cigarette. They look like cigs, they taste like cigs, but actually have no tar, tobacco or carbon monoxide. You can legally smoke them indoors or at work without effecting or harming anyone around you. It just has a bit of nicotine in it, similar to a patch or gum – the perfect way to ween yourself off and makes giving up smoking a hell of a lot easier. For the first cigarette ad since 1965, McCann Birmingham did a great job.

I think this will definitely strike up motivation to quit, especially with older people who will appreciate the longevity of their life. And in comparison to momentous occasions like your child’s first steps, smoking seems pretty futile.

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