To tap into additional seasonal sales around the New Year, E-Lites is back on TV from December 26.

The campaign will support its E-lites Curv range, which launched earlier this year and also includes press ads in national daily newspapers, such as The Mirror, The Sun and Daily Star.

Jeremy Blackburn, head of communications at JTI, which owns E-Lites, said: “The E-Lites Curv TV ad achieved significant cut through among the relevant target audience when it first aired back in August, and we expect it to have a big impact this time around.”