NEWS: CinePrint Brings Movement and Sound to Lexus ES Print Ad

By Jason Udy - October 15, 2012
2013 Lexus ES CinePrint Image 3
Lexus is using CinePrint technology to bring print advertisements to life using an iPad. Unlike QR codes that display info on smartphones, CinePrint turns the paper into an interactive ad. The new interactive Lexus ES ad will first appear in the October 15 issue of Sports Illustrated.
Placing an iPad running the Lexus ES video from the iPad edition of Sports Illustrated behind the ES print ad page appears to put the car in motion. Music begins to play as the Lexus ES in the print ad revs its engine and flashes its lights. As the background changes, the ES’ wheels spin as fireworks color the sky above the car.
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Though this is the first we’ve heard of technology like CinePrint, we’re sure it won’t be the last time an automaker uses something similar to make an impact with print-magazine advertising. While it might simply be easier to watch videos about the 2013 Lexus ES on the iPad itself, the illusion provided by the interactive technology gives it a different appeal. Check out the video below and tell us what you think of the Lexus ES’ new interactive print ad.
2013 Lexus ES 350 Cockpit 1

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