It's actually discriminatory against Muslims, trying to stereotype them as all being murderous... and recruit people to fight against "the threat"
So, if a white power advocacy group put up a billboard of an urban youth with all the wardrobe under the caption "Robbing whitey draws us closer to da bling and b****es... That's his way of life, what are you going to do about it?" how would that be perceived?
Yes, it is discriminatory against those Muslims that declare killing Jews is their Jihad. ("making or showing an unfair or prejudicial distinction between different categories of people or things, especially on the grounds of race, age, or sex.
synonyms: prejudicial, biased, prejudiced, preferential, unfair")
But is it discrimination against all Muslims? No. ("treatment or consideration of, or making a distinction in favor of or against, a person or thing based on the group, class, or category to which that person or thing belongs rather than on individual merit.)
It's that whole "'Killing Jews is Worship that draws us close to Allah,' reads one such ad next to the image of a young man in a checkered headscarf. 'That’s His Jihad. What’s yours?'” thing. See? Focusing on those Muslims who declare their Jihad is "killing Jews". How does that suddenly morph into "all" Muslims?
If you are having trouble telling the radical Muslims from the Moderate Muslims you could always ask what their Jihad is. Or if that's poking to deeply into individual beliefs, ask a Muslim if they support that Jihad.
Others have given the word wider definitions. Many observers—both Muslim and non-Muslim —talk of jihad having two meanings: an inner spiritual struggle (the "greater jihad"), and an outer physical struggle against the enemies of Islam (the "lesser jihad") which may take a violent or non-violent form.
http://en.wikipedia.org/wiki/JihadAnd just so we can discuss the same issue - where does this "What are you going to do about it" stuff come from? The ad clearly asks the question "What's yours?" A completely different meaning with a completely different connotation.
stay safe.