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Ardi Rizal is the two-year old Indonesian boy who became world famous due to the sadly hilarious (or hilariously sad?) video of him chain smoking that went viral. Well the coda to this weird and wonderful story is, in fact, a happy ending. With the help from the government of Indonesia, and an intensive intervention program, the toddler has given up smoking! And the world healed just a little bit.

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When you first see the video of Ardi Rizal, a two-year old Indonesian boy taped chain smoking, some may find it almost comical. He looks like a miniature old man or the baby from Who Framed Roger Rabbit?. However, a few seconds later, the reality of it begins to sink in; this is really a video of a two-year old toddler smoking cigarrettes. The viral video, which is burning up the internet this morning after initially appearing in March, is truly disturbing. The Daily Mail article with the story behind it is even worse.

This is the kind of viral marketing that executives dare not even dream about. In fact, while outlets like Gawker have come under fire for their use of sponsored content like Bloodcopy, the folks behind AMC’s “Mad Men” are reaping huge PR dividends for free. Their personalized icons have swept over Twitter like a nuclear daisy.