Did you happen to see the latest Lexus magazine ad in the Oct. 15 Sports Illustrated that suddenly becomes animated and leaps right off the printed page? For the very first time a printed advertisement has the ability to rev an engine, Flash the headlights, and spin its tires all while the background scenery pulses with colour that is synced to a music track.
The ad works by placing the single page of the magazine over top of an iPad that is viewing the Lexus Webpage (Lexus.com/stunning). All that the user has to do is press play and enjoy. The technique is common enough to have a name associated with it, “CinePrint”, yet is not common enough for us to have sampled it before. The majority of traditional CinePrint mashups ads feature print ads that redirect to a digital experience away from the printed page. In this example Lexus has been quoted as saying “CinePrint technology flips that on its head, creating a tactile and visceral connection that brings one closer to the printed page with a multi-sensory experience that combines sight, sound and touch.” Sooo…. Whatever that means we just think it’s freaking cool tech!
You can get an idea of the experience in the clip below, although the real thing is surely more impressive. Some critics are saying that it’s just a glorified video, but trust us it isn’t, it is so much more in our opinion. The way the print Advertisement has the ability to project light through the printed page is an extremely novel concept. In a way, it’s almost like a print version of the amazing projection mapping promotional 3-D events that we reported on last year.