HOT SPOT: CALIFORNIA DEPT. OF HEALTH SERVICES: OLD WEST IMAGERY UNSADDLED

Marlboro-style cowboys are back in a TV spot and outdoor board for the California Department of Health new $13 million anti-smoking effort. Cowboys riding horses and wielding lassos round up and corral a group of terrified children while voice-over cautions that once the tobacco industry "gets you where they want you, you're stuck."

Outdoor boards feature two tanned cowboys on horseback wearing white hats and read: "Bob, I've got emphysema." The campaign, including 16 total executions