Think print advertising is dead? Maybe sales aren’t as lucrative as they once were, but the iPad is now being used to make them more alive than ever.

In an advertisement for the 2013 Lexus ES, Lexus used technology created by CinePrint to breathe fresh life into a stale and otherwise static magazine advertisement. Here’s how it works: the ad appeared in the Oct. issue of Sports Illustrated and advises users to download SI for the iPad. Once you do, you can navigate to the exact same advertisement and then place it under the magazine edition. Simply tap the play button and the page comes to life. The video allows you to see the interior seating arrangement of the ES and even shows it speeding down a road, complete with spinning tire effects.

It’s an amazing new way to advertise in magazines.

Our only question? If you already own the digital version of SI, why do you also need the print version? Check out the amazing effects in the video above.

[via Autoblog]