A lit cigarette, when unattended, used to burn all the way down to the filter. While this is no longer the case, due to one of the (insert ridiculous number here) additives in cigarettes today, there was a time when they were little more than tobacco and wrapping paper.
As a brief aside, folding a lit cigarette into a match book was once used during wartime as a time delay ignition switch. The movie Stalag 17 offers a visual example of this. So does the TV show NCIS, which is of a much more recent vintage.
Regarding the original question, I believe that the tobacco card ad probably refers to their cigarette having a consistent burn, without it inconveniently "going out."
Re-lit tobacco has a distinctively different flavor, in which the ignition of carbon makes the experience much harsher.
Hope this helps a little.
Best regards,
Eric
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