Lexus and CinePrint have created a clever marketing ad for the 2013 ES sedan, managing to merge print with digital.

We are sure that you have seen your fair share of clever marketing tricks in the last few years from almost all automakers, but Lexus has decided to take things to an entire new level with this latest advertisment for the 2013 ES. The Japanese company collaborated with CinePrint for bringing some life to a static magazine spot for the sedan in the October 15th issue of Sports Illustrated.

To see how it actually works, you will have to download the iPad edition of SI and then place the tablet under the physical magazine page where the ad is displayed. Now, dim the lights and then watch how it comes to life, merging print and digital. Pretty cool, right?

Lexus ES magazine ad comes to life thanks to CinePrint technology [video]