I dont know if this is the point of the ad, but the Guinness cup remind me of female legs walking. If so, it is totally the idea of sex appeal behind this ad. The lighting is awesome and it works well.
Guerrilla marketing to make people stop smoking. This harsh realization of using a fake pair of lungs as an ash tray shows the build up of cigarettes and shows how maybe even smoking a day can collect up and make a lasting damage on your lungs.