"In celebration of the U.S. launch of the all-new 2004 Audi A8 L, Audi: Never Follow is a landmark cultural program designed by Audi, Conde Nast and McKinney + Silver to highlight outstanding individuals from a broad range of fields whose accomplishments have broken new ground. We called these people the Audi 8: eight individuals who Never Follow. A major element of the program was a twelve-page special section highlighting the Audi A8 L and the Audi 8, which ran in the July 2003 editions of fifteen Conde Nast publications. Never Follow is not just a philosophy for Audi, it represents the way Audi has been designing cars for over a century," said David Baldwin, McKinney + Silver executive creative director. "Our objective was to create a striking center-piece on behalf of Audi that personified Never Follow."