Phillip Morris International has a campaign out that encourages smokers to “live the Marlboro values.” What is John Oliver‘s response? Meet Jeff the diseased lung! He wears a cowboy hat and he’s got Emphysema. Last Week Tonight has launched a campaign encouraging people to support Jeff by using the hashtag #JeffWeCan and wearing Jeff t-shirts. Check out the full segment below for some pretty startling information about the tobacco industry.