BMW ran an ad in the Guardian to unveil its new Satellite Hypersensitive Electromagnetic Foodration (SHEF) Technology, which would allow drivers to cook their dinners from their car as they drove home from work. All the dials for the home oven were built into the dashboard of the car and communicated wirelessly with the actual oven at home. Drivers could monitor the progress of their meal via a built-in oven-cam. The ad directed readers to a website that featured images of a roasted chicken and a sleek sedan, and offered recipes such as "chicken a la M42."