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Juul Labs, the company behind the insanely popular vaping device, has a message for the nation’s estimated 37.8 million adult smokers:

It really, really, really cares about them. And it wants them (and onlythem — got that, teens?) to try vaping instead.

“For smokers. By design,” blares the company’s website. A new $10 million TV ad campaign, called “Make the Switch,” echoes that theme, featuring testimonials from ex-smokers, all comfortably above the legal smoking age, who have swapped their cigarettes for a Juul.