Is suicide ever a good theme for ads?

Remember the GM ad from the Superbowl where the robot considered killing itself? GM edited that part out of the spot because of complaints.

Now comes a series of print ads from Pepsi Max by BBDO Dusseldorf - the one calorie drink - that show a cute but sad little personification of a calorie committing suicide in a number of ultraviolent ways, including shooting himself in the face, a hanging, blowing himself up and even his slitting his wrist with a razor.
Done in a very Saturday-morning cartoon violence type of way -- the ads are getting lots of attention. Some are saying they are insensitive to the issue of suicide, others claim it's no big deal (kids see these stuff all the time on TV) and for everyone to just lighten up.

What do you think?