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."