They are Egarettes, as in Electronic cigarettes.
Cigarette advertising was banned from television in 1971 but last month, that appeared to no longer be the case.
The theme of the nationwide ad could have been written by Rene Magritte:
This is not a cigarette
Not only are appearances deceptive, they can also be satisfying–to the "smoker" and to the people who regulate the standards of television advertising.
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