A Lexus changes colors, turns on its headlights and exposes its interior as music plays in this highly interactive print ad:

A Lexus 2013 ES changes colors, turns on its headlights and exposes its interior as throbbing music plays in this highly interactive print ad in the Oct. 15 Sports Illustrated:


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How is this possible, you ask? Well, they sort of cheated. Using a Lexus-created technology called CinePrint, the ad comes to life only when you put an iPad behind the printed page that’s displaying the iPad edition of SIor on lexus.com/stunning.

As the release from Lexus notes, most traditionally “interactive” print ads direct users away from the page (think QR codes.) However, “CinePrint Technology flips that on its head, creating a tactile and visceral connection that brings one closer to the printed page with a multi-sensory experience that combines sight, sound, and touch.”

Thanks, Sander!