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.
Stunner: Univision axes ‘Sabado Gigante’
CBS wins for the third straight night
A la carte, kinda: Verizon’s new deal
Online video’s not getting the ad dollars
May’s most-anticipated sweeps stunts
‘Tatau,’ silliness in the South Pacific
Rachel, I’m thinking of going on my own
Weekend TV: The NBA playoffs tip off
Tell us, which bubble shows will survive?
Tops for OTT: Baltimore & Minneapolis
Veteran ‘Survivor’ finishes No. 1
Programming blog: Latest pickups and cancellations
Nat Geo Channel upfront: Five new shows
- Matt Baker becomes head of planning at JWT NY
- Kevin Amos and Dan Gbur becomes VPs at Brunner
- Mark Lopez becomes EVP and GM at Univision Digital
- Sara Morris becomes senior director of government affairs at iHeartMedia
- Meggan Crum becomes accessories director at InStyle
- Neil Versel, Thornton McEnery and Kathryn Rubino join Breaking Media
- Anand Subramanian becomes SVP of operations at Synacor
- Christina Cole joins the cast of USA's 'Suits'
- Four join the cast of AMC's upcoming adaptation 'The Night Manager'
- Dave Matthews Band performing on 'Legends on Letterman'
- NY Times reporter and editor Barbara Strauch dies at age 63
This week’s younger viewer ratings
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
Agency sales opening in Mt. Pleasant, SC
Freelance senior media planner job in Seattle
Digital media planner wanted in Boston
Out-of-home specialist available for all markets
Media planner/buyer job in Raleigh