Using technology called CinePrint, Lexus made a print ad that literally comes to life. The fantastic mixture of analog and digital is not only an always intriguing and amusing way to advertise, but it also goes particularly well with the message Lexus was trying to promote: “The new ES proves what’s possible when advanced technology is elevated by style,” said Brian Smith, Lexus vice president of marketing. “This ad not only communicates that message, but literally replicates the paradigm itself, allowing us to bring an interactive layer to a traditionally static medium.”

The ad came out in the October 15th issue of Sports Illustrated. The seemingly boring print ad gets a twist when an iPad is put beneath it. What happens after you can check out for yourself: