9/11 was nothing, according to new WWF ad

Just in time for the anniversary of 9/11 comes this tasteless, nightmarish print ad for the World Wildlife Fund, showing dozens of planes headed for lower Manhattan. See a larger version here. The copy reads: “The tsunami killed 100 times more people than 9/11. The planet is brutally powerful. Respect it. Preserve it.”

Unfortunately, respect is the main thing lacking here. Exploiting one tragedy to try to prevent another is just stupid and self-defeating, and will always backfire. Via Advertolog, which credits the ad to DDB Brazil. UPDATE: It appears this ad actually managed to win a merit award for public service at The One Show this year.

—Posted by David Gianatasio