Killing a Garden Gnome

There is a commercial currently aired on Swedish TV for a Swedish home decoration store chain that we do not like. This store chain has decided not to sell anything but fabric and other "soft" things, so in the commercial, a garden gnome is thrown out of an airplane together with a lot of fabric, and the gnome is crushed when reaching the ground. We feel sorry for the garden gnome. What has he done to deserve being executed in this horrible way? We do not think it was his fault the store chain felt the need for change. Well, garden gnomes are often ridiculed, perhaps this is what makes them fair game in the minds of a lot of people. I think that is wrong. At the very least, garden gnomes deserves more respect than is shown in this commercial.