The concept for the flash cigarette animation would be the similar as the example, with a few modifications.
http://dotem.com/projects/burning.swf
In the foreground, a more realistic cigarette would be burning and the harmful ingredients (nicer fonts) would be listed off as it burns.
In the background (or side view), the smoke from the cigarette would be going into the human render’s lungs and would show color changes, deformation, cancer appearing the more they smoke (but nothing too graphic, just subtle color changes, shrinkage, etc.)
The body would also continually morph/mist from a human form into a human skeletal as the cigarette progresses to create a subliminal effect as well.
Most likely just take a still with a full cigarette and then re-create the drag effect as done in example .swf (moving burning downwards, rather showing the entire “ash” of the cigarette burn.
Here are some example photos of cigarette animation
http://www.istockphoto.com/stock-video-2487231-smoking-cigar.php
http://www.istockphoto.com/stock-video-5414965-cigarette-burning-time-lapse.php
http://www.istockphoto.com/stock-flash-749749-relastic-cigarette-smoke.php
…and human / lung / skeletal photos
http://www.istockphoto.com/stock-photo-3910718-lung-infection.php
http://www.istockphoto.com/stock-photo-4406801-inflammation.php
http://www.istockphoto.com/stock-photo-3674196-human-organs-lung.php
http://www.istockphoto.com/stock-photo-6388736-human-lung.php
http://www.istockphoto.com/stock-photo-4303878-human-lung.php
http://www.istockphoto.com/stock-photo-3449548-3d-skeleton.php
http://www.istockphoto.com/stock-photo-3449548-3d-skeleton.php
http://www.istockphoto.com/stock-photo-3676323-human-anatomy.php
Bidders must include FLASH ANIMATION PORTFOLIO EXAMPLES to be considered.