How it was not clear that Arctic Ready is an absolute parody of Shell / Big Oil from the start is beyond me but there are plenty of articles that didn't quite get it when they first encountered it. The image gallery is hilarious but I'm rather enjoying the parody Twitter streams that go with it - @ArticReady and @ShellIsPrepared seem to be battling it out but, I'd guess, they're in cahoots.

Please note there's a great video to accompany all this as well.

"For centuries, man has battled the arctic. Now we're finally winning."