Wow, I saw an anti-smoking commercial this week that literally just made me cringe.

It’s from a campaign called “the Real Cost of Smoking.” In this ad, a guy goes to the counter to buy a pack of menthols and the clerk looks at his money and says, “that’s not enough.”

What does the guy do? He pulled out a pair of pliers and literally yanks out one of his teeth and drops it on the counter. “Oh, man …. I did not actually just see that,” was my reaction. I’ve seen it a few times since and every time, I look away … and I don’t even smoke. I can’t imagine how cringe-worthy the ad is for smokers to watch, which I suppose is the actual point.

The commercial goes on to say that smoking menthols causes gum damage.

There’s another “The Real Cost of Smoking” ad I saw a few weeks ago that’s almost as gross. A young woman goes to the counter in this one, the clerk likewise says, “that’s not enough,” and she peels the skin off her cheek and drops it on the counter. The point being that smoking causes skin damage.

These ads are actually from the Food and Drug Administration. These are the kind of ads I would expect from Truth.org but not the federal government. These are the first anti-smoking ads from the FDA, and they’re obviously taking a cue from Truth.org to create intense anti-smoking ads.

Anyway, here is the tooth-pulling ad. Watch it. If you dare.