The reason companies do this is not to be a friendly company in general and care about the world and it's people. If that was the point, they would have created a non-profit or similar. The criticism of hypocrisy should come when they make those ads instead.
Look at the Activision/Blizzard situation where a player was banned for speaking for a cause they believe in, they release different statements in different countries (one pro-China in China and one not pro-China in the US), and applies different rules in different cases where it makes sense for the market. In China, shouldn't speak about freedom for Hong-Kong and in the US, it's important you support LGBT. The company will reflect that in their advertisement, where they want people to buy their products.