Are anti-smoking ads really effective?

If you've seen these commercials anywhere, you have probably had a strong reaction to them (good or bad).  Personally, I think they are great, and I would have guessed (gut feeling only, not scientifically based) that they would not only be effective, but more effective than milder commercials.  Of course, it would seem that people are terrible at guessing which anti-smoking ads are most effective, so perhaps I am wrong...
Your brain knows which ads are winners, better than you do: Study on smokers' brains may mark dawn of new age in advertising
Although, another recent study suggests that just about any anti-smoking messages that get out there are effective  to some degree...
http://www.sciencedaily.com/releases/2012/04/120419132503.htm
So, I look forward to seeing this and hopefully many other anti-smoking ads during my (far too regular) tv viewing.