Fisker Automotive's "Onward." campaign was built around the company's one and only vehicle, the Fisker Karma. It was initially a traditional print campaign placed in a variety of automotive publications, but after a spate of negative press concerning the stability of the vehicle's lithium ion battery and the company's own challenges in receiving ample funding, it culminated with "New Isn't Easy," a five-part advertisement (including a full page) placed in the Wall Street Journal.