
Cards Against Humanity (CAH) – the irreverent fill-in-the-blank card game that encourages players to outdo each other in a battle of political incorrectness – is no stranger to stirring the pot. In its latest bold move, the makers of the only card game not fit for grandparents are taking aim at none other than ballooning billionaire playboy, Elon Musk. Join the queue.
CAH is suing Musk’s mid-life crisis company, SpaceX, for USD15 million, accusing them of trespassing and dumping “space garbage” on a plot of land the company purchased in 2017 as part of another highly politicised stunt. At the time, 150,000 CAH subscribers paid USD15 each to help the company buy land on the US-Mexico border, obstructing then-President Trump’s border wall project. Since then, Musk and his mucky Musketeers have reportedly moved in next door and begun using the land to store their Big Boy Toys – without permission.
Through their specially created website, elonowesyou100dollars.com, CAH has vowed to reward USD100 to all those who first invested in the land purchase, should the lawsuit succeed. They’ve cheekily added that they’ll also accept twitter.com as compensation – a delightfully snarky jab at how the social media site has been shedding value since Musk took charge and rebranded it as “X.”
“Seven years ago, 150,000 people paid us $15 to protect a pristine parcel of land on the Texas-Mexico border from racist billionaire Donald Trump's very stupid wall,” reads the website. “Unfortunately, an even richer, more racist billionaire – Elon Musk – snuck up on us from behind and completely fucked that land with gravel, tractors, and space garbage.”
While the lawsuit has been correctly identified as an elaborate marketing stunt, it’s a marketing stunt with a higher purpose. With its signature brand of two-fingers-up humour, CAH is not only defending its literal turf but also making a statement about the unchecked power of billionaires, corporate overreach and careless exploitation of resources. For our purposes, it’s a masterclass in guerrilla marketing – with meaning.
Marketing benefits aside, CAH insists the lawsuit is less about money and more about principle. “Even if Musk un-fucks our land, that doesn’t un-fuck the damage he’s done to our reputation,” the website reads. “150,000 people gave us their hard-earned money, and in exchange, we vowed to protect this land from racist billionaires and their dumb vanity projects. They trusted us.”
You see, CAH’s entire business model thrives on pushing boundaries and following through on their bizarre promises. After all, these are the same folk who hiked up their prices, sold literal boxes of bullshit, and dug an enormous hole in the ground on separate Black Fridays to express their feelings about rampant consumerism. The proceeds from those stunts went to various good causes, including poverty alleviation and abortion rights.
By launching this lawsuit, CAH is sticking it to billionaires who don’t play by the rules while staying true to the company’s beloved brand of zany activism and savage wit. And if CAH’s past activities have taught us anything, it’s that when they promise something, they deliver.
We guess they’ll be seeing you in court, Elon.
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