GM fights back against Hummer ridicule with a new ad that eerily embodies exactly what’s most loathsome about the things: their owners’ self-righteous egomania, and desire to lord said egomania over everyone else.

“Of course, some will love the shameless Hummer kid and his take-no-prisoners, win-at-all-costs individualism. Not coincidentally, these are the sort of people who buy Hummers. It would make no sense for the company to aim this spot at folks craving a quiet, go-along-get-along image, because those people aren’t buying 40-ton cars. The Hummer kid is a me-first kid, and the Hummer is without doubt a me-first vehicle… The ad also lets the Hummer buyer spin his purchase as an act of clever outsiderism, recasting his inner bully as a scrappy underdog.” Slate