If You Love Cat Videos, You Need to Stop Smoking Now, Says Latest ‘Truth’ PSA

Here's why

The venerable anti-smoking initiative Truth has tried just about everything to get people to stop smoking: edgy teens, cowboys with electronic voiceboxes, even earnest appeals to our health and vanity. Now they're pulling out the big guns.

Truth now says smoking is putting our nation's cat videos at risk.

According to the ad below from 72andSunny, animals are twice as likely to get cancer (and die younger) if their owners smoke. Thus, quitting smoking is critical to staving off #CATmageddon, guaranteeing successors to Internet sensations like Keyboard Cat, Lil' Bub, and Hamilton the Hipster … creating a better world for us all.

The logic is a bit tenuous—even in our dystopian present, there are 1.1 million cat channels on YouTube—but can you blame them? Heavy-handed realism and shaming have clearly run their course, so they might as well have some fun for a change. (Although if anyone from Truth is reading this, here's a tip: The smart money is in raccoon videos now.)

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adfreakdk@gmail.com David Kiefaber is a frequent contributor to Adweek's creativity blog, AdFreak.