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Ad of the Day: E-Lites - Gangnam Style

Trumpeted as the first commercial for an electronic cigarette (despite a bid by a rival to snatch this honour by airing a spoiler on one of Channel 5's sister stations) this ad is necessarily opaque because of the strict regulations. Punters will have to figure out for themselves how the advertised product would have help dad (Mark Benton) witness his baby's first Gangnam parody.

Agency: McCann Erickson (Birmingham)

Creative Team: Barrie Robinson / Tim Jarvis Film Prod Co: The Gate Films

Director: Chris Balmond

Producer: Sarah Jarvis

Dir of Photography: Theo Garland

Post-Prod House: Neon

Editing House: Edit 19 (Manchester)