[youtube=http://www.youtube.com/watch?v=wSsvdHwk–I&feature=plcp&w=600]

This may be the most interactive example of print advertising we’ve ever seen!

Check out the 2013 Lexus ES turn on its headlights, change colors, and drive around with style, right in front of your eyes! Featured in the October 15th issue of Sports Illustrated magazine, this just may be the future of print advertising – magic! Well, with the help of a little creative engineering and the use of an iPad, of course.

Using a new form of technology called CinePrint and developed by Lexus, the ad comes to life when you place behind the page an iPad running either the October 15th edition of SI, or the lexus.com/stunning website.

Lexus states that while typical print advertising tends to lead customers away from the printed page (e.g. QR Codes and Barcode Scanning), this “CinePrint Technology flips that on its head, creating a tactile and visceral connection that brings one closer to the printed page with a multi-sensory experience that combines sight, sound, and touch.”

Is this the future of printed advertising – or just a gaudy fad? We’d love to hear your thoughts in the comments section below.

Post content originally featured on Mashable.com.