Woah. If they were going for attention grabbing they got it. Quite shocking actually.

I think they kind of crossed a line though - I would be more inclined to quickly turn the page if I saw this ad in a magazine.

In the context, yeah, really disturbing.

I prefer sad eyed children looking needy. That usually works for me. Shock value tends to put me right off.
Holy mo, that's riveting. Shocking--but then, it should be to do its work. I couldn't help but read it a few times.