In polite society, we're no longer allowed to say anything bad about nature. Even when a natural disaster strikes, we're sure to be told that it's really the fault of human activity. Nature itself can do no wrong. At any rate, that's the modern orthodoxy. It may not be fully shared, though, by someone whose home has just sustained thousands of dollars worth of damage due to an ice storm. This campaign for an insurance company does a deft job of acknowledging the nature-is-blameless mind-set while addressing the reader's practical concerns.
It's nice to get recognition and awards and stuff. But in a way, it's even nicer just to be understood.