KiK’s e-cigarette ad is bound by strict CAP rules. It can’t connect with youth culture. Nor can it muscle in on four centuries of people thinking smoking is cool. Damn! But it can, for the first time, show actual vaping.

So, we see a group of chums enjoying a meal and chatting about the benefits of e-cigs. They prefer them to real fags and like that they don’t make clothes stink. But this isn’t a generic campaign: plugs are also given to KiK’s battery life and the ease with which they can be refilled.

And the vaping itself? The shots of this are sparing, primarily because the devices are cumbersome-looking, and the actors struggle to look natural. Plus, they come in boxes that make them look like flavoured condoms. Not cool.