E-Lites has returned to TV screens nationwide this month with a new advert in support of new E-Lites Curv.

Live now, the TV campaign includes a high impact primetime roadblock which sees the full length 60-second advert simultaneously take over 25 channels, including ITV, Channel 4 and Sky.

It is expected to reach an estimated 90 million post watershed impressions.

Following the initial launch, the TV ad will continue with 20-second and 30-second cuts airing for a further four weeks. The advert will also feature on Video on Demand for four weeks to ensure maximum reach.

The ‘silent story’ style advert brings the campaign platform “A Curv Makes the Difference” to life, without dialogue.

Vince McSweeney, exec creative director of creative agency McCann Erickson, explained: “A sense of fun and humour was the starting point for us. We wanted to create a unique film that was humorous, yet subtle and the film’s success is in telling a story without words.”

Jeremy Blackburn, head of communications at JTI, the company behind E-Lites added: “The electronic cigarette (e-cig) category continues to evolve and it is important that consumers are aware of the choices available to them and now is the ideal time to launch our ATL campaign.

“E-Lites Curv is an e-cig that answers the consumer demand for quality and reassurance. After launching in convenience stores, online and in selected supermarkets and forecourts last month, the new ATL campaign will drive awareness for E-Lites Curv.”

As well as TV advertising, the campaign will also include a six week media partnership with the Metro newspaper and national advertising including billboards. A digital campaign will further amplify the activity which will include advertising banners being placed across multiple social media platforms.

For more information on E-Lites Curv and the E-Lites range, visit www.e-lites.co.uk or call 0800 112 3401.