Turkey of the week: E-Lites, McCann Birmingham

Brand: E-Lites
Title: Curv
Agency: McCann Birmingham

Kate Magee is confused: "I like this ad. It reminds me of many a long, painful bus trip during my backpacking years. But I can’t forgive it for not explaining its central premise: why is a Curv any better than the usual e-cig? Surely it’s not just marketing puff? No explanation, E-Litey, then me no likey."


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 How Sainsbury's ads revolutionised the UK's food culture

Abbott Mead Vickers' press ads for Sainsbury's in the 1980s formed the most influential and culturally significant campaign the UK has ever produced, argues Paul Burke.

Just published