Yes, this is real. Holy shit what an awful ad campaign. I saw this shocking ad on a bus stop on a busy street. Can you imagine how many people see this ad driving by without any context ? Driving by you can clearly read the offensive part and see a woman, but the blurb of text is obviously unreadable going 30-40 mph. Here is some copy pasta from a good analysis: All PR is not good PR. Marketing professor Ken Wong from Queens University summed it up best when he said, “Nobody’s talking about the plight of cancer patients. Everybody is just talking about how offensive the ad is.” Well, I guess it could be considered good PR for a previously little-known advertising agency. Wait, what were they called again? END OF COPY PASTA from http://ihavecat.com/...nd-crazy-aunts/ Now the message behind this incredibly incendiary campaign is actually extremely important: lung cancer research gets the short end of the stick, and lung cancer patients are often stigmatized due to the fact that it's often caused by smokers (which is certainly true,) but non-smokers can certainly be cancer patients as well. Either way, it's a fight worth fighting. But for God's sake LCA, have some taste.