Drowning puppy advert

I do not agree with many of the extreme reactions to this advert (some even calling it "sick") , but oh, dear - this is so emotionally manipulative. This is one of the UK Global Warming adverts that seems to have been causing much controversy ("The Advertising Standards Authority will investigate .. 357 complaints have been made to the ASA, a self-regulatory body" - from this article)

But may be I am wrong and this kind of adverts are totally justified by the rightness of the cause? I am kind of torn on this. And the creators would have totally meant well.