David LaChapelle: Romeo & Juliet (H & M)

I found this advertisement on YouTube. I think it is really beautiful! And it was directed by David La Chapelle my favourite photograph, so I am really happy to find it. Isn't it wonderful finding things like that by chance?
But H&m had some trubel with it, because due to complaints that the commercial glamorized gang violence and that it was H&M's attempt to use gun culture to sell their jeans to teenagers, H&M subsequently withdrew the ad from Canadian & U.S. markets and issued an apology.
So do you think that H&M was going too far or that they just put the old story about Romeo & Juliet in a new surrounding?