Axe anarchy commercial - do we need ethics in marketing?

Do we need ethics in Marketing and communication is a question that bothers me most in modern, integrated communications. Clearly, the role of Marketing is to attract attention and this is what the new commercial campaign aims to accomplish. The Brand - with a soulmate, love music background truly appeals to love at first sight that eventually causes chaos everywhere and around them.

How about this specific commercial presented allover in Athens Metro, the www.yahoo.gr wall paper and other media with the following logo:
Axe - New Axe Anarchy for him and for her - Causes Chaos. This is obviously the case of a global brand campaign launched simultaneously to the days of riots, anarchy and chaos in Athens, Greece (last week-end).
Is this irresponsible advertising or a sign of our times?
Where is the ethics part for the Athenians that travel downtown by the Metro to observe burned neoclassic buildings, vandalisms and devastation in parallel to the launch of the specific commercial. What are the hidden connotations for the inhabitants of a city that has paid so much Chaos and Anarchy?
I resent to such business practices. In my opinion, we need to be careful in localization of global Marketing Management and pay attention to timing. One might say, well this business my friend. We are publishing for profits and market share development. True, however we need to pay close attention to local environments.