People from all of the world travel to Time Square to see six-story models and city block-long marquis lit up on the brilliant billboard that illuminate the area night and day.
From now until November, they'll be seeing 53-year-old Marc Weiner's several hundred-foot, bespectacled face there, too.
And he hopes that just one of the square's 330,000 daily visitors will be kind enough to give him a kidney.
The message on the 5,000 square foot billboard the bladder cancer survivor's generous friends purchased him is simple:
'My name is Marc. I need a kidney. YOU can help!'
Above Broadway musical billboards in Time Square looms Marc's 5,000 square foot billboard advertisement seeking a kidney donor
Marc was diagnosed with bladder cancer two years ago.
He was stage I when doctors caught it, but when they operated to rid him of the disease, his doctors found that had actually spread to his kidneys as well.
So all three organs had to go.
Since the operation, Marc has been cancer free. He's well enough to travel periodically, work as an executive TV news producer and even play basketball with his buddies in Great Neck, New York, on Sundays.
But there's a catch: three times a week, Marc spends four hours sitting at the hospital for the dialysis treatments that act as a substitute for his missing kidneys, filtering metabolic waste from his blood.
'It's keeping me alive, but, at 53, [the doctors] told me I've got to get off of dialysis because it's hard on my heart,' Marc says.
'It won't give me longevity.'
Dialysis tends to harden the arteries and veins because it comes with increased levels of a compound called phosphorus, which binds with calcium into a stiff substance that lines the blood vessels.
For the most part, Marc's quality of life is reasonably good, but travel has to be planned way in advance and involves a tour of local hospitals and he can't 'ride all the rides' with his 12-year-old daughter, Lilly.
He is relatively lucky, and he knows it. Though his cancer was a bit unique,