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.
So tell us, how are upfront negotiations going?
Trump: NBC violated our contract
‘Living With the Enemy,’ skip this one
NBC closes the book on ‘The Bible’
Programming blog: Latest pickups and cancellations
‘Extant’ returns to a series low
Facebook monetizing booming videos
Record crowd turns out for semifinal win
What’s ailng the U. S. media economy
Dallas: TV builds on furniture spending
Wack job: A Donald Trump rantalogue
‘Hollywood Cycle,’ peddling to nowhere
Weekend TV: Women play for title
- Droga5 vice chairman Andrew Essex exiting
- Clay Fisher becomes SVP of consumer marketing at The NY Times
- Kesal Patel becomes head of advertising technology at Dow Jones
- Melissa Leo joins the cast of HBO's 'All The Way'
- Longtime TV host Val Doonican dies at age 88
- Photojournalist Charles Harbutt dies at age 79
- Lowrider magazine founder Sonny Madrid dies at age 70
This week’s broadcast ratings
This week’s cable 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
Part-time media buyer job in Lake Bluff, Illinois
Media buyer/planner wanted in Louisville
Assistant media planner opening in Atlanta
Media planner position in Minneapolis
Media buyer position in Sacramento