[NOTE: The WWF says it never approved this ad and is condemning it. See the updates below.] 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. UPDATE: We spoke to a rep at the U.S. HQ of the WWF in Washington. She said the group "strongly condemns the messaging and the imagery" of the ad, and she added: "We can promise you this ad does not reflect the thoughts and feelings of this organization." WWF further says the ad was "never authorized or approved by any WWF person on the planet" and that the group is investigating the "unauthorized and illegal use of our logo." The group's official statement on the matter can be seen here.