Whether for Marvin Lagstein's teeth whitening clinic or skin bleaching with Dr Jonathan Zizmor, advertisements on the New York subway usually tend towards cut-price self-improvement. There are ads for cheap universities, ads for cheap lawyers.
For a while, subway cars were plastered end-to-end with photos of crying babies and the line: "Honestly, Mum, chances are he WON'T stay with you."
That one was an ad for family planning services. What cheerier way to start the morning commute?
But this week as the Downtown 2 Express rumbled beneath Manhattan, a different image altogether was drawing the scrutiny of passengers' phones.
It was a picture of a stick man on a subway seat, his legs spread about as wide as it was possible for Photoshop to go.