I’m a few weeks late with this “trend” but I don’t care. I love it. For those that don’t know, “Jeff” is the new suggested mascot for the Marlboro brand of cigarettes that comedian John Oliver unveiled on his show Last Week Tonight back in February. (See the video clip below for the full show. It’s worth watching.)

I wanted to do my part to help out Philip Morris USA, the maker of the Marlboro brand and Altria, the parent company of Philip Morris with the branding of their new mascot (assuming they adopt Jeff of course, but why wouldn’t they?) Jeff is a smoking diseased lung… in cowboy gear. How cool is that? As cool as smoking, that’s how cool.

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