I used to be VERY anti-smoking (I've since softened my stance since I started hanging around people who smoke. I'll still never smoke myself, though), but even at my most 'GODDAMNIT THERE'LL BE NO MORE SMOKING" point in my life, "truth" commercials just always pissed me off.
I don't know, maybe it's because we're adults. I'm sure most of their ads are targeted to kids, maybe kids respond to them better than adults do.