What? Too Soon?

The World Wildlife Fund is joining a growing chorus of voices expressing outrage over an ad bearing its symbol that shows dozens of planes bearing down on lower Manhattan with a tag line that reads, "The Tsunami Killed 100 Times More People Than 9/11."

The ad was leaked in the week prior to the anniversary of the attacks of Sept 11, with copy that states, "The planet is brutally powerful. Respect it. Preserve it."

The WWF says it never approved the ad, issuing a press release to assure critics that it rejected the ad proposal, which was done by Brazilian design firm DDB Brasil.

“WWF strongly condemns this offensive and tasteless ad and did not authorize its production or publication," said a statement issued by the World Wildlife Fund on Tuesday.

"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 Web sites where it is being currently featured," the statement said.

The ad had been pitched to the Brazilian branch of the WWF by the advertising agency and was rejected, spokesman for the group Steve Ertel told The New York Times