By getting the ad rejected, they just got themselves more airtime than they could buy even if they sold their company 100 times over.
I had the feeling that would be the case, but since I don't live in the US, I have no touch with the news there.
Very smart move. That's the way to go! Manipulate the media! Give them news (or put the bread on their table) and you'll get crumbs to feed your family for generations!