We've seen all sorts of clever marketing tricks lately, but we'll admit, this is actually pretty cool. Taking its print advertising campaign one step further, Lexus has employed CinePrint to bring some life to an otherwise static magazine spot for its new 2013 ES sedan in the October 15 issue of Sports Illustrated.

Here's how it works: Download the iPad edition of SI, place the iPad under the actual magazine page displaying the ad, dim the lights and watch it all unfold. The once-lifeless ES ad now dances on the page using technology that, as Lexus says, creates "a tactile and visceral connection that brings one closer to the printed page with a multi-sensory experience that combines sight, sound and touch." In other words, it looks really rad.

You can check it out in person with this month's issue of Sports Illustrated, or simply scroll down to see the CinePrint ad in action.


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    • 1 Second Ago
  • 19 Comments
      jrob739686
      • 2 Years Ago
      So let me see if I understand... first you have to buy the print magazine... and then you have to download the electronic version of the magazine you just paid for... just so I can make the print version do something the electronic version could already have done without the print version. Makes total sense.
        Andre Neves
        • 2 Years Ago
        @jrob739686
        Careful jrob, There are people who have art major & degrees that came up with this! This just made my list of "Dumbest advertisements in History".
        Mike Fernandez
        • 2 Years Ago
        @jrob739686
        Yes it's kinda pointless but it is pretty cool. Unfortunately there's no real use for it. Kudos for out of the box thinking though and obviously it paid off in video views, thus it was successful.
        KY
        • 2 Years Ago
        @jrob739686
        First you get a free Lexus magazine, then you download the free Lexus ipad ad. It's kind of pointless but it fun for awhile and something to watch when bored. So get over it.
      banstaman
      • 2 Years Ago
      But this begs the question; if you already have an iPad or other tablet, why would you be reading from a print magazine?
      WillieD
      • 2 Years Ago
      Good thing they have a video because I sure as heck am not buying an iPad.
      TwoBits
      • 2 Years Ago
      Am I missing something? Isn't that just a video behind the paper? The video could have a static car in it as well... I'm not really sure what I'm looking at.
      diffrunt
      • 2 Years Ago
      HUH ?
      Anon
      • 2 Years Ago
      Who thought of this I need to slap them
      Bader
      • 2 Years Ago
      Extremely Pointless, Crapy Advertising & Marketing. I guess they ran out of ideas on how to promote and sell their cars. This has nothing to do with the car itself. this ad flipped the supposedly luxurious car into a cheap toy car gadget.
      FuelToTheFire
      • 2 Years Ago
      Off topic, but the comment section for some certain articles has completely disappeared.
        lasertekk
        • 2 Years Ago
        @FuelToTheFire
        And a few days ago, all the 'By the Numbers' displaying the same Sept. 2012 data, not the actual month's data. I didn't check if they fixed it yet.
      chlova05
      • 2 Years Ago
      Umm... when did stupidity walked in? Pedaling a bike on top of a moving car is even more interested than this.
      Gordon Chen
      • 2 Years Ago
      Why do you need the magazine for this bell and whistle if you have an ipad version that could have played that as a video.
      motorsocial
      • 2 Years Ago
      Yea its a hybrid ad .. pointless . Like a hybrid car after seeing the tesla s just out perform the pinnacle of combustion
      Andre Neves
      • 2 Years Ago
      Pointless use of technology.
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