This reminds me of that great quote by Capa, something like: "The goal of every war photographer is to be put out of business."
This ad campaign takes photography in the completely opposite direction- it attempts to profit from war. And to make matters worse, that profit is not for some humanitarian initiative, it is simply for fashion.
Quite obviously, this photographer is baiting the Islamic media; he knows very well that this sort of imagery can have an incendiary anti-Western effect.
Can this possibly be ethical? Come on, it's not even worthy of a discussion of ethics.
Ethics notwithstanding, is this work new or innovative? Of course not. The fashion industry has been posing women like blow-up dolls for a long time, that's nothing new or creative. Implying that we just need to give the soldiers a little eye-candy to end a millennium of conflict, now that is just brilliant. Apparently we are supposed to think that if the troops have a little fashion orgy out in the desert, things will be better.
This photographer needs to put down his joint and get on a plane to Baghdad. Then, if he still has his head after a few months mingling with real people, then he will have earned the right to publish his new perspective.
