Hummer Ads: Unintentional Irony?

The current print ad series for Hummer feature the tagline "like nothing else" and bewitching images of exotic wildlife in its natural habitat.

Presumably the ads are meant to compare the Hummer to these rare and beautiful creatures. However, with the Hummer taking a lot of heat from environmentalists over its notoriously low gas mileage, these images serve as a reminder that owning one of these vehicles is damaging to the environment and to the survival of the very creatures to which Hummer likens itself in these ads. Perhaps the Leo Burnett agency of Mumbai is saying "oops" right now…. on the other hand, maybe the message was intentional—the ads are clearly not meant to appeal to the environmentalist consumer anyway!

Client: Hummer