Gothamist reports on some quirky new anti-smoking ads in the subway featuring floppy bunnies, hearts, and slogans that aren’t likely to convince smokers to quit, but will probably make stoners laugh. Alfred Brotter, an eccentric old guy who says he lost “an awful lot of loved ones due to cigarettes,” spent $40,000 to book the campaign that he thinks are way more effective than others:

It’s a wild card. But so many of the anti-smoking signs are ridiculous. They’re not working. That’s why my subway ad focuses on longevity and happiness. You need to reach people in the back of the brain, not the front. Most of their brains are in their penises anyway.

Well, there you have it.