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.
ABC wins first night of November sweeps
Game 7 smacks a home run for Fox
A buyer’s primer on out of home measurement
‘Olive Kitteridge,’ fine tale brilliantly told
Rachel, talk to me about networking
The new frontier: Digital out of home
Best tube bets this weekend
So, who will win the November sweeps?
The complete TV schedule for election night
‘Sleepy Hollow’ scares up some buzz with Lyft
NBC Universal renews Meredith Vieira’s show
Native advertising gives NY Times a lift
NBC keeps on riding the Breeder’s Cup
- Jessie McGuire becomes U.S. strategy director at Elmwood
- Greg McAlinden becomes creative director at ODD
- Nick Ascheim rises and Shaun Hekking joins at BBC Worldwide
- Jonathan Hills becomes VP of digital media at Bravo Media
- Debbie Reichig becomes SVP of sales research at Twentieth TV
- Isaac Payam Ahdout becomes SVP of engineering at Tapad
- Fred Melamed joins Showtime's 'House of Lies'
- Lily Rabe appearing on FX's 'American Horror Story'
- 'Sons of Anarchy' cast guesting on TBS's 'Conan'
- Joel McHale remaining host of E!’s ‘The Soup’
This week’s cable ratings
This week’s broadcast ratings
This week’s top movies, songs and books
This week’s daypart ratings
This month’s new media traffic data
This week’s younger viewer ratings
Media buyer wanted in Las Vegas
Junior media buyer opening in Venice, California
Media freelancer available for all markets
Media buyer job in Syracuse
Assistant media planner/buyer wanted in Austin