The practical effects guy who did the little models on the set in the ad, had done FX work for movies like Tremors and has since done work for WETA in Australia. The smoke was a time exposure to give it a thickness and glow. When we ran the ad, EGM or Gamepro (I can't remember) sent us a survey they did months later with their readers that had that ad listed as the 'most remembered' ad from the whole magazine, which, I think, justified the experiment.