When this ad for an SUV appeared in several magazines earlier this year, the boxing glove of irony smacked a pair of slacker webizens, producing yet another new website. Range Rover, with their 2002 4.6 HSE, claims victory over Earth by boldly declaring "One Planet Down, Eight To Go", accidentally letting their brand-superiority message get misconstrued into a declaration of planetary terminus mixed with social and environmental ignorance. As the ad portentously summarizes, "we can only wonder what lies ahead"

Regardless of the growing debate pitting the pro-SUV "assholes" against the anti-SUV "killjoys", the SUV has come to symbolize many different aspects of conflict in today's world. They are overly wasteful of natural resources at a time when ol' school oil companies, with some of their former executives running Washington, dictate global policy and form the impetus for numerous wars. They are marketed as safer alternatives to passenger cars when indeed they are not. They help congest an already congested infrastructure simply in their girth, and with their height, they reduce the overall visibility of other drivers.

Following 9/11, the SUV's that adorned the American flag reeked of incredible irony that, unfortunately, less than 10% of the population could even understand. To the international community the message was clear: it represented extreme ignorance to global political and environmental issues. As most see it, it represents an American society of egos gone awry. A giant red, white, and blue, fuck you. Or, "driving an SUV is like driving around a giant steel middle finger." Flag or flagless, the SUV is as American as apple pie, NFL football, semi-automatic machine guns, and alarming hypocrisy.

In counterpoint, those defending the SUV come in two overlapping classifications: those that work in the industry, and those that are offended by the fact that someone wants to take away their God damned given right as an American "to have fun". The government, naturally, supports this sentiment.

And so, the UK's Range Rover takes top honors in our first annual Ad Whore Awfully Ironic Advertisement Of The Year Award. Runner-up for irony goes to German owned Daimler-Chrysler.