Firstly the person who made this video must have been smoking something funny to think that it would actually generate any kind of response other than to be condemned. There are plenty of banned advertisements that still create a positive bond with their audience, however this one seems to destroy it right from the word go. Then they associated with the WWF to make it seem like it was ok and all for a greater cause. But in the end it has just ended up them wasting, time money and any kind of rep they had. The messaging is tragic, although it is clear of what they are trying to communicate, to suggest one disaster is less or worse than another is not going to sit well with many people.
This forced a spokesman to quickly make a public apology.