This anti-smoking ad depicts an actual scene of Cape Town when the city was blanketed by fire. This ad was published after the one of the worst fire in the history of Cape Town broke out. The fire was caused by a discarded lit cigarette on the mountain that killed even a British tourist. This ad is undoubtedly an exceptional example of penetrating ad. Very rarely one comes across such a masterpiece hard-hitting advertisement.
On the other hand, few critics have said that using real catastrophic pictures that actually killed a person is quite unethical. However, this ad is of course not meant for glorifying any product but it has been actually carried out for a cause whose success may help many.
As so far creativity of the ad is concerned, sometimes you just need presence of mind to realize, only if that clicks.
Via Ads of the World
