For the interactive ad in Sports Illustrated’s special issue, girls blend in with the scenery until user’s scan the QR code on the page.
To promote the new, bold design of the 2014 Lexus IS, Lexus teamed up with creative agency Team One for an interactive advert that ties in with the latest Sports Illustrated Swimsuit Issue. In the print ad, three swimsuit models are barely recognizable in contrast to the new Lexus IS, blending in with the scenery and becoming part of the set design. The campaign, ‘Blend Out,’ compares the stand-out design of the new Lexus to that of the famed SI Swimsuit models- no matter how hard the car (or girls) try to blend in, they can’t.
The static, hidden girls ‘blend out’ with the help of digital technology- when the QR code on the page is scanned, and the reader places a smartphone on top of the models, the girls come to life, walking out from the background and moving around for a short while on the smartphone’s screen.
Lexus has placed the four-page layout within the Swimsuit issue, using the models’ current popularity to capitalize on their ‘blend out’ messaging. Beyond seeing the models in the ad, readers will also find them on the pages of the magazine– doing anything but blending in as they model the latest in swimwear. You can check out Lexus’ interactive ad in the video below: