Can anyone explain this ad to me?

I just toodled over to Hot Air blog, as I do on a daily basis.  My focus, as always, was on content, although my eye, as always, drifted to the advertising along the right side of the screen.  This Gap ad caught my eye:

Can anyone explain to me what the heck that picture is supposed to show?  I found it a very disconcerting picture, with the boy on the left looking as if he’s standing around casually as the boy on the right knives either him or his jacket.  What am I missing?