After Nuh's flood, the people of 'Ad rose to power in the region of Al-Ahqaf. They were physically mighty and architecturally unmatched, builders of “Erum of the pillars. The like of which was never created in the land.” (Quran 89:7-8). Strength went to their heads: “Who is more powerful than us?” (41:15).
Allah sent them one of their own, Hud, with the old message: worship Allah alone, and remember who gave you these bodies and these cities. They called him a fool and dared the punishment to come. It came as a wind, screaming and cold, seven nights and eight days (69:7). The mightiest civilization of its age was flattened like hollow palm trunks. Hud and the believers were saved, and 'Ad became a name the Quran uses to ask one question: where are they now?