Powerful creative for a powerful issue

It's thought-provoking. It's insensitive. It's powerful. It's shocking. And that it has created a tidal wave of protest is an irony that's not lost on us.

If you haven't seen the WWF (wildlife, not wrestling) ad that was created by DDB Brazil, see it below (quickly, before they take the link down).

For the record, everyone responsible has been quick to apologise for it. But whilst we can see that many people are understandably sensitive about the 9/11 reference, we can't help wondering if an issue as big as environmental responsibility doesn't deserve a big, hard-hitting bit of publicity...

And of course, a good piece of creative is one that's gets people talking, isn't it?

What do you think?