This is what happens, when at 4:00 someone drops an idea on my desk they cant quite get their head around. Aka, an experimental ad, something perhaps to bring some new money.
What was needed was an ad that showed an ad bursting through a previous page, somehow. Amidst discussion, I suggested (without thinking) "BURNING!". Of course everyone liked the idea and I was set loose to assemble this amorphous creation. After a few ponderous seconds, I realized I needed a lighter, and was soon setting fire to many printed pages. After an hour or so of "frankenstein-ing" burned morsels and ash, this is what I got.