Eh...I see both sides on this one. I mean, I can't personally relate to this exact situation but I've also known what it's like to lose someone. I don't let certain advertisements/images affect me either. However, I am not most people. In my opinion, I became stronger after the loss of my daughter. I don't get upset when I see twins walking around or if I see one of my family members children in the NICU. Heck, my brother has a pair of twin girls. It's not fair to them if I get upset every time I see them. Understandably, I do get upset if someone talks about it or if someone mentions her name, but I don't let outside factors that mimic my situation affect me (although I don't know any advertising that would do so...maybe a hospital or statistic ad??? *shrugs*).
Regardless, it is something that could offend somebody, but maybe they should not let it affect them so much. On the other hand, if it does bother some and the advertising company knew that...then maybe it is in poor taste and they should've ran a more tasteful ad campaign like a statistics ad. I see both sides, it is a huge gray area and my personal experience does play a factor in a lot of it.