The Chevy Car print campaign features lyrics from hit songs referencing Chevrolet, everything from the Beach Boys to Nelly. To boost the emotional weight of this message the Chevy media team sought out the most contextually relevant environments. Places where the readers' passions (in this case, music) would allow for acceptance of the Chevy message. At the same time, honouring the authenticity and coolness of the brand was a media priority. Within this context, the idea was to create something special, a new medium specifically for the audience that would transfer their passion for music to passion for Chevrolet.