That sure is the impression I got when I first looked at these ads from France, aimed at teens:
I saw the ad and thought "Umm ... huh. What the ... how does this get you to stop smoking, or not start smoking? Are they saying you should put a dick in your mouth instead of a cigarette? It's hard to smoke and perform oral sex at the same time ... Are they forcing a dick in these people's mouths? Dicks > tobacco? What the hell? And they're aiming this at teens? What am I miss-- OH THE HAND IS TOBACCO."
Because, you see, the tagline for the ads is "Smoking means being a slave to tobacco." So ... they're sucking tobacco's dick? (I can't reconcile the positioning of the people in these images as being a slave to something. All I see is someone forcibly being pushed down as if they should be performing oral sex.)
I'm joining the loud chorus of people and claiming these as a a major fail.