It’s a print ad. Err, no, it’s an iPad ad.

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.
 

Tags: first glance, ipad, ipad advertising, lexus, lexus sports illustrated ad, new media, print, sports illustrated, sports illustrated ad lexus, sun, tablet, tablet advertising, tablets, the sun