When does advertising becomes tasteless?

This happens only when you take a significant event in people’s lives and try to turn it into cash. That is the case of the Brazilian advertising agency DDB Brazil. Said agency tried to win a contract with the WWF (World Wildlife Fund). The ad’s text reads:

The Tsunami Killed 100 Times More People Than 9/11.

The WWF has issued a statement saying:

WWF strongly condemns this offensive and tasteless ad and did not authorize its production or publication. It is our understanding that it was a concept offered by an outside advertising agency in Brazil. The concept was summarily rejected by WWF and should never have seen the light of day. It is an unauthorized use of our logo and we are aggressively pursuing action to have it removed from websites where it is being currently featured. We strongly condemn the messages and the images portrayed in this ad. On behalf of WWF, here in the US and around the world, we can promise you this ad does not in any way reflect the thoughts and feelings of the people of our organization.