2. because it involves smoking (very unusual nowadays)

3. because they use a very bright head for the ad (92 year old ex chancellor helmut Schmidt)

4. because thy use a celebrity, but almost completely hide him.

The MAKING OF the ad

rauchen darf hier wirklich nur Helmut Schmidt ohne Sanktionen

Genau! s.beni.tv/smoke2.gif

for non-german speakers: the ad says "there's always a bright mind behind it"

previous ads of the same campaign