What are you missing? The latest gossip? A chance introduction to a beautiful stranger? Another hilariously embarrassing story about Phil? Each of these social highlights can occur in a fleeting moment, and their brevity mean each is potentially missed by those nipping outside for a cheeky cigarette.

The new television advert for the E-Lites electronic cigarette centres on this theme, depicting a man and not just any man mind, why its only that fella out of Waterloo Road and Early Doors nipping out for a smoke and in the process missing his babys first steps; a Gangnam-style dance across the living room carpet towards his bemused nan.

The advert plays cleverly, albeit with a dose of exaggeration (that is unless the offspring of celebrity Teessiders really are prone to breakout in sporadic dance in the manner of the cast of Fame), on the social issues of modern-day smoking. Not only is an E-Lites electronic cigarette healthier and cheaper than traditional cigarettes, but as they emit only vapour they can be smoked inside and so when the days, or indeed lifes, big moments happen you wont find yourself on the periphery of them, standing alone just outside the door, watching the pigeons on next-doors roof.

Smoking products havent been advertised on UK television sets since 1991 and so the E-Lites commercial, permitted as their electronic cigarette is free from tar and tobacco, has caused quite a stir in the media. In order to squeeze past the requirements of the Advertising Standards Agency the message needed to be subtle with the product not depicted either by image or name.

However, by showing smokers that they need no longer be outside missing out, desperately trying to light up in the rain whilst a typhoon whips patio tables and parasols past their head, E-Lites have managed to meet that challenge and get the benefits of their brand across effectively.