Lexus used a proprietary technology called CinePrint to create the effect that you see in the video. The Lexus 2013 ES would seemed to change colors, throb to music, turn on its headlights etc.
Nice multi-sensory experience that combines the sight, sound and touch. Next question would be. How interactive can your Next Print Ad be?
Read more and view the video here.
http://mashable.com/2012/10/09/most-interactive-print-ad-lexus/
