Creative advertising infuses physical media with some digital charm.
For anyone who thought print advertising was an outdated way to reach your audience, it might be time to think again. Motorola’s latest print ad for the Moto X featured in the January issue of Wired uses polycarbonate paper and LED light pipes to give you control over the color of the phone. If there was ever a magazine ad you wanted to pay attention to, this would be it.
To change the color of the phone, you just have to press one of the tabs lined up at the bottom of the page. Polycarbonate paper is used to cover LED lights in the image of the phone, which are tied to the color swatches by simple circuitry. The ad runs in the same vein as the company’s recent outdoor initiative that included bus shelters and storefronts that changed color to match the clothing of the person standing in front of it.
The ad will appear in New York and Chicago metro area editions of Wired and reach roughly 153,000 subscription and newsstand readers. “We think it’ll be bigger than just the print run itself,” said Barry Smyth, Motorola’s global marketing director. “It’s going to have a lot of pass-around value and be something that people are going to show other people.”
For anyone who can’t get hold of the magazine, here’s a video to give you a taste: