Truth calls on Grammy viewers to 'prevent #CATmegeddon'

New campaign stresses pets are twice as likely to get cancer if their owner smokes

Next week on the Grammy Awards, viewers will see an ad that stars some very familiar felines: the piano-playing cat, the shark-suited Roomba-riding cat, the pirate cat, cats causing all kinds of cute hilarity, and imagines a world without them. Cats are twice as likely to get cancer if their owner smokes, "smoking = no cats = no cat videos," the ad warns and calls on viewers to "prevent #CATmageddon." The humorous commercial, featuring Aaron’s Animals, The Keyboard Cat and Lil Bub, among other viral sensations, kicks off a new anti-smoking campaign from the Truth Initiative that stresses the fact that smoking not only harms the smokers but the pets they love. It’s the latest effort in Truth's two-year-old "Finish it" campaign from 72andSunny that encourages teens and young adults to "be the generation that ends smoking. A social media push encourages sharing with the promise of unlocking "the most epic cat video ever" after 1,000 tweets. Last year, the group premiered "Left Swipe Dat," on the Grammys, a video that showed YouTube and Vine stars Becky G, Fifth Harmony and King Bach, among others, rejecting possible dates on Tinder because they smoked.