It's hard to tell, but I'm inclined to believe that the flames were legitimate with the way that Tom is cracking up at the end (before they cover his face with unconvincing soot makeup after a bad cut, anyway).
I agree! This is the first time I can recall advertising actually working on me. I'm going to try and get them to get some of these at the restaurant where I work.
I want him to blend something at the end, anything really, and say, "X smoke. Breathe the hell out of this you sub-blender slaves to my will!" Or just something about breathing whatever kind of smoke it is.