21 January 2013 - 4:04pm | posted by | 1 comment

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)

Comments

21 Jan 2013 - 18:08
Force-7's picture

Well, what can we say? A baby doing Gangnam Style? If that's just one of the things you might miss as a result of popping out for a smoke, surely it's time to turn to electronic cigarettes!

Seriously though, aside from the special effects that transform a toddler into the next Psy, this advert is very simple and has little dialogue, which in itself is a refreshing change in this world of flashing images, shouty people and extreme sports being forcibly associated with the most everyday of products. Mark Benton makes a loveable dad, oblivious to the exclusion his addiction has caused, and the lack of any form of voiceover also strengthens the humour of the situation.

We need more adverts like this to set the balance. Quiet amusement, albeit sometimes with a little fantasy thrown in, can grab the viewer's attention far more effectively than an in-your-face approach. It will be interesting to see how E-Lites sales change in the coming months as a result.

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