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By Gillian West, Social media manager

March 12, 2013 | 1 min read

E-lites has announced the release of a new 40 second execution of its ‘What are you missing? Gangnam Baby’ TV campaign to celebrate National No Smoking Day on Wednesday 13 March.

The e-cigarette brand’s creative will air on a number of digital and terrestrial channels in a bid to educate smokers that there is an alternative to traditional smoking tobacco cigarettes.

“It was immediately apparent from the launch of the original ad that we had struck a chord with smokers,” commented Adrian Everett, E-lites group CEO.

“As it’s resonating so well with British smokers, we felt National No Smoking Day was the perfect time to launch an extended version. In an ideal world people would stop smoking altogether but we know from both personal experience and customer feedback that not every smoker wants to or can quit that easily.”

The extended cut was also created by McCann Birmingham with an additional 10 seconds dedicated to the baby’s dance sequence.

The original 30 second ad, which first aired on Saturday 19 January, can be seen above.

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McCann Erickson Birmingham

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