This sounds like something that was left over from the Lucky Strike-themed debut of AMC's Mad Men yesterday: "Turns Out, Those Truth Ads Are Obnoxiously Self-Righteous Enough To Induce Smoking To Spite Them".

When my school banned smoking among students after it caused a major fire on school property, it made it seem infinitely cooler for kids to smoke, if only to stick it to The Man. (Including, as I recall, the Headmaster's daughter herself, who was caught lighting up a Marlboro or two.)