1. Controversial, unconventional, avant-garde, out-of-the-box-thinking guerilla-marketing type provocative ad.
2. Generates arguments, discussion, kuchikomi water cooler talk, internet buzz, people who never heard of this "Cain guy" wanting to check it out, boosting his name IDs further.
3. Temporary split in viewpoints. Maybe 50% view it like, it, and 50% (like the liberal dems, and RINOs, and Freepers here on FR who have clearly decided against Mr. Cain weigh in against it) opposed and slam it.
4. Herman gets asked about the ad in a debate or by some self righteous, pompous, elitist beltway talking head type in a news interview on FOX or CNN or elsewhere... Some uptight chap in the race, maybe Santorum as he strikes me as the most susceptible to take the bait without thinking through the tactical reprecussions, takes such an ad literally and spouts off on his high horse about nationwide cancer deaths by smoking and drones on and on, tilting at a windmill thinking he can eek out maybe 5% of the vote by going attack dog.
5. Sets up the final golden pitch for Herman Cain before a national audience for his ultimate coup d' grace which he had likely planned from the beginning. He MOCKS the MOCKERS, and SAYS IT WAS A JOKE, DONT BE SO THIN SKINNED, GOING BONKERS OVER A GUY PUFFING A CIGARETTE IS RABID LIBERAL POLITICAL CORRECTNESS HAS GONE TOO FAR IF THIS GETS YOUR UNDERWEAR IN A CLUMP, and then maybe 85% of Americans are nodding their head in agreement over the add up 35% from the initial figures. "Hey, this Cain fellow? Man is he ever right. I can't even crack any more jokes down at the lunchroom anymore with the guys, its gone so far in my country with this easily offfffended libs....I kinda like this Herman Cain." (All the while, saying to themselves in their minds, "you know, in fact, under Obama and others this country HAS gone too damned far with the PC rubbish to the point they would consider such an ad in a negative light or get riled up over it.")
Brilliant positioning to win the fight on the larger scale, increase name ID level and burnish Herman Cain's endearing, anti-PC creds and image further into the national mindset. Brilliant 42 dimension chess at work here folks, and having fun all at the same time. Lighten up Francis! (Or in this case, "Light Up Francis!").