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About the ad itself, since I haven't commented on it yet:
I agree with the point (*) it makes, but not the way it makes. MTV is, as far as I know, an american tv company, and the ad (if it existed really) uses a theme (9/11), which is still a sore spot for many americans.
(*) The point being that for us to talk about something important, it has to happen suddenly, has to be in the press and has to be unexpected. If it weren't for Live8 concerts we wouldn't have talked about poverty. If 9/11 hadn't happened then Afghanistan and Iraq wouldn't have been attacked. But I'm starting to go into too many ifs here...
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