When Prince died suddenly on April 21, 2016, Chevrolet thought it appropriate to recognize the iconic cultural link between Prince and Corvette, immortalized in his 1982 hit “Little Red Corvette,” with a heartfelt tweet and a full-page tribute, that ran the next day in select American newspapers. It was important that the tribute be in recognition of Prince and not about Chevrolet.

Make a genuine, heartfelt tribute to Prince, whose work had contributed to the legacy of the Chevrolet Corvette—and make that tribute as a fan would, not as a brand.

The ad caused a positive sensation with over 14.5K shares on Twitter, within the first 12 hours and struck just the right note.