They are very cleaver and some of consumers favorite ads. It's just a picture. Advertising agents beware. Word of mouth is the most efficient form of advertising. The problem is that the gatekeeper of teen culture is the teen's peer group.
Teens move as a mass of mass consumers.
No one seems to know who decides what's cool. That's where the difficulty in advertising to teens lies. Teens often seem to be arbitrarily fickle and you have thousands of adults attempting to predict their every move. One of them was a smoker, the other was not. I thought their dislike was surprising since the spots show teens in positions of power.