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It's all part of the "culture of cool," the idea that doing such things somehow tells The Man where to get off. That culture is as heavily marketed and promoted commercially as anything else, in the guise of being "alternative culture." The Boys work both sides of the street, with no regard for contradiction.
You tell The Man where to get off by actually standing up and telling The Man where to get off. You accomplish absolutely no rebellion of any value sitting on your rear end inhaling poisonous stinking filth.
I understand your meta-analysis (you taught me "meta") and get the "high-level" selling of "cool" "alt," but still say, those are some brutally hard-hitting, anti-smoking commercials. If young people simply tune them out - then it is what it is - but everyone I've talked to who's seen them, has been impacted by them. It appears to me that TBFM employed their skills quite effectively in making anti-smoking adds.