Yeah, that is a bizarre ad, but people do have to eat. I'm with themacpack; I don't think I could eat horse unless there was really nothing else available, but I have no problem with the fact that some people do eat horse meat.
I live on a small scale beef cattle farm, and since I was nine years old I've been the one that helped dad on the day that steers were sent to butcher or cattle sent to auction, where many are purchased, loaded onto a new trailer, and taken directly to slaughter. My dad and sister both hunt, Dad processes the deer himself, and after deer season venison is a pretty regular part of our family's diet. Mom raises meat rabbits and laying hens, and Dad wants a pig next year.
Maybe I'm just really used to the idea of being close to my food that the ad doesn't really creep me out, but it's the idea that someone could be so desperate for food that I find disturbing, not that they are willing to eat these animals.
A stubborn horse walks behind you, an impatient one in front of you, but a noble companion walks beside you ~ Unknown