I personally wouldn't assume whether the action in Sth Africa was appropriate or otherwise, not having any understanding of the prevailing social and civil conditions in that country.

But generally, I thought the ad quite funny and perhaps reflected and spoke more of the attitude of christian social conscious and level of discourse of the congregants at that church and perhaps of that parish.

I do think, however, we should as atheists keep our powder dry for the big tickets items; promulgation of secular civil governance, a sectarian-free education system, multi-culturally diverse and inclusive communities that better reflect our global common interests rather than that which divides humanity, science investigation untrammeled by religious myth and superstition.

Sounds somewhat idealistic, but I do not shy away from secular idealism as it can be a useful guide in shaping an alternative worldview from that so woefully promulgated by christian theism.