Shell Oil is presently suffering from the assault of an elaborate and pretty hilarious internet prank. A fake but very convincing website called Arctic Ready appeared a couple of months ago purporting to be an official Shell Oil site. It invited people to caption nature photos with nifty Shell Oil slogans. Users could then vote on their favorite and the one with the most votes would get put up on a real live billboard! Users immediately trolled the site to kingdom come. Though there isn't a real contest, these and many other user-generated ads attacking Shell have swarmed across the internet, and Shell is still struggling to explain (and understand) what happened.