When the ad broke big, WWF in the US put out a hasty condemnation; then they said it was a spec ad from a Brazilian agency and that WWF "did not authorize its production or publication." Great, but not exactly. Ad Age reports:
After the WWF appeared to initially deny approving the ad, DDB Brasil and the WWF hammered out a statement posted in Portuguese on both groups' Brazilian websites Wednesday afternoon apologizing for the ad and attributing it to "the inexperience of some professionals on both sides, and not bad faith or disrespect toward American suffering."
You know the worst part? This is a terrible spot. Nature is more dangerous than religious fanatics - so protect it? How does that even make sense? If anything, this ad makes me want to pave the whole bloody planet.