There's such a thing as context. If we can believe that there are Muslims who believe Jihad is a call to inner, rather than outer, struggle, we can be sure an ad calling to support the Copts against their bloody attackers doesn't include those Muslims.
If the ad hadn't said, "Support the Copts," I might think you had a case.
Yes, there are such moderate Muslims, who don’t follow the Islamic scriptures to the full extent of their literalism, and who see the tenet of “jihad” as a call to self control. History shows that they can be recruited all too easily into such literalism, but the status quo is that they generally get along well with others. And the literalistic Islamic crowd hates their guts because they aren’t getting with the program, so to speak.
Anyhow, maybe it would have been wiser to say “Islamic Extremism” rather than “Jihad.” But even that would have drawn tons of protests that “oh, no, we aren’t extremists.”