Yes this actually happened… What will advertisers think of next?

The fur flew, painfully, in Lowe Roche’s recent street promo for Toronto’s Fuzz Wax Bar. A guy almost completely covered in wax strips walked around town and invited people to tear them from his skin. Cartoon smiley or frowny faces on the strips indicated the level of pain the guy would feel. They were also emblazoned with copy such as “From bear arms to bare arms” and “We’ll take the monkey off your back,” along with the salon’s slogan, “So good, it hurts.” Yeee-ouch! Each strip could be redeemed for a 25 percent discount at Fuzz Wax.

http://www.adweek.com/adfreak/waxing-salon-invites-you-rip-wax-strips-human-tear-flier-151160