No, this isn't an April Fools' Day prank. Jeep gave away an "Islander" edition Wrangler by burying a key in sand at the New York Auto Show. Then they made these poor people dig for it. Someone won. Dignity didn't.
Pffftt!! In my day, they buried the ENTIRE Jeep and we had to dig it out with our hands! While they rained down bullets and napalm on us. And if we didn't undig the Jeep and kill a dozen Nazi's before the time ran out, we'd have to do it again!
And we liked it!