In July 2006 Greenpeace launched an anti 4x4 viral on the web. The aim of the viral was to persuade people that driving 4x4s in the city, which needlessly pollute the environment, is no longer socially acceptable. The viral was released prior to the 2006 London Motor Show at a time when major car manufacturers were launching their new 4x4s. As such, the release microsite deliberately parodied the Motor Show’s website, (see http://www.britishmotorshow.co.uk/ ). The commercial provoked widespread heated debate online, and, more importantly, in the last two quarters of 2006 sales of 4x4s in the UK fell for the first time ever.