The Truth came out with a new meme-inspired video for the "It's A Trap" anti-smoking campaign - complete with a unicorn vomiting rainbows.

Truth says its goal is not to criticize people's choices or tell them not to smoke, but to give everyone the tools to make a change.

"This isn't about throwing stones at smokers. It's about finding and turbo-charging new fun ways to do what no generation has ever done before - end smoking," Truth says.

Watch the "It's A Trap" video below!