So, I first came across one of these Esuvee ads in Popular Science, and I thought it was a great idea - re-envision the SUV as a massive, shaggy, difficult to control beast that looks like it ought to have been created by the guys at Industrial Light and Magic, as a hook for getting SUV owners to read public safety announcements about how to keep their SUVs from rolling over. I'm not an SUV owner but it worked on me.

I think the print ads are actually funnier than the web site, but check out the web site. It'll give you the flavor of the ads.

Personally, I think most SUVs are ugly, but the Esuvee on the site is kinda cute. I'd never own one, though. Can you imagine cleaning up after that thing?