It’s a print ad. Err, no, it’s an iPad ad.
October 11, 2012
Print advertising has suffered with the rise of new media such as tablets, but here's a case where a tablet actually enhances a print ad.
In the latest issue of Sports Illustrated, an ad for automaker Lexus’ new 2013 ES model at first glance looks like nothing more than a standard full-page magazine ad, complete with an image of the car.
The tagline on the ad reads "A stunning feat," and it is indeed. The ad is taken to another level with the help of an iPad.
Readers with an iPad can go to Lexus.com/stunning to load a video. Then they place the tablet underneath the print ad and press play on the video, bringing the print ad to "life."
The lights and motion from the video on the iPad underneath the page create an illusion on the static ad. The sun in the sky rises and sets, the car's lights begin flickering, and the ground underneath the car "moves" to make it look as if the printed car is in motion.
A music soundtrack synced with the motion of the advertisement adds extra depth to the gimmick.
Lexus calls the technology CinePrint. Its purpose is to employ new technology in an effort to illustrate the high-tech potential of the car.
For a video example of the ad in motion click here.
After nearly 18 years, it’s time to say good-bye
Yet more evidence native advertising doesn’t work
A new type of cord-cutting: Snipping broadband
Coming, the collapse of radio’s iHeartMedia
Weeklies: Surviving if not thriving in digital age
Tweeter in chief: How Trump could save Twitter
Shows Trump hates are seeing big ad gains
Broadcast vs. cable: How the top shows stack up
A sign that coughs at your cigarette smoke
The word: Time Inc. sale is imminent
Rundown: Which advertisers have jumped from YouTube
Media Life’s Digital Media Transparency Initiative
HBO does hard time with Dwayne Johnson
- Arun Kumar becomes chief data and marketing tech officer at IPG
- Jenny Campbell rises to managing director at 72andSunny
- Adam Crandall becomes director of strategy at mono
- Mark Wildman rises to EVP of partnerships at Westwood One
- Kevin Craig rises to SVP of newspaper relations at AMG/Parade
- Bill Corvalan becomes VP of West Coast partnerships at AllOver Media
- Richard Just becomes editor at The Washington Post Magazine
- Gemma Lawson rises to VP and design director at Nickelodeon
- Ashley Judd joins Epix' 'Berlin Station'
- Former NBC ad sales executive Robert Blackmore dies at age 90
This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This week’s daypart ratings
This month’s digital traffic data: December 2016
Ad sales rep for a digital-only magazine
Freelance media planner/buyer available for all markets
Wanted: Media buyer in Philadelphia
Paid social media planner wanted in Detroit
Opening for a media planner at a top OOH agency