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Lexus Hides Swimsuit Models Within Interactive 'Sports Illustrated' Print Ads (Video)

Posted by Rick Mathieson on February 12th, 2013 at 5:29 pm

YouTube Preview ImageLexus is pushing the limits again - just in time for this year's big SI Swimsuit Issue.

There was that 3D projection mapping experience on an LA Hotel a while back. And in October, the brand brought a print ad to life with the help of a handy iPad.

This time out, Lexus is going a bit simpler, keying into QR codes - the scanning of which reveals models kinda-sorta hidden in SI print ads for the new IS.

Still, the pursuit of perfection could have added a little more punch to the reveals than just having the models strut toward us. Integrating with the car in some fashion - or really just doing anything a little more interesting - would have been a better pay off for going to all the trouble.

Okay, it's still pretty cool. And it's apparently just the opening act. According to ADWEEK, the Lexus IS is also included in Sport Illustrated's first-ever 3D projection mapping experience on the facade at Caesar's Las Vegas.

Get the full scoop here.

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