Marlboro Mascot Created by John Oliver Show

This is Jeff, the proposed new mascot for Marlboro created by John Oliver.

The hashtag #JeffWeCan is trending in America this morning, though not globally, after John Oliver issued a call to action last night on a fresh mascot that his HBO late night show, Last Week Tonight, has created to be the “new face of Marlboro: Jeff the Diseased Lung in a Cowboy Hat.”

Oliver called on people to upload pictures of Jeff to Google and tag the new mascot with “Marlboro,” in hopes of shoving the cartoon character to the top of Google Images for the tobacco brand’s name. Click here to see if it’s happened yet!

It was part of the show’s appearance at the way in which the tobacco industry is working to block states from mandating more graphic health warnings on cigarette promotions. Especially, Oliver looked at legal threats against smaller nations that can not afford expensive suits, including the Solomon Islands, Togo, and Uruguay.

#JeffWeCan New Marlboro Mascot via John Oliver Show

“It’s clear what each side wants,” Oliver said. “Countries want to warn their citizens about the health dangers of smoking tobacco. Tobacco companies want to be able to present branded images that they have spent time and money to cultivate.”

In effort to appease both sides of the argument, Oliver introduced Jeff.

“We are offering Jeff to you, Philip Morris, to use as you wish,” Oliver said, noting his show has graciously already launched Jeff public awareness campaigns, including billboards in Montevideo, Uruguay, and a T-shirt blitz in Togo. “He’s already out there. You just need to claim him. Our lawyers, unlike yours, will not sue!”

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