A new ad for carmaker Lexus from Team One combines a print ad with an iPad-focussed website to create an animation that's quite different from the usual AR effects.

Running in the US edition of Sports Illustrated magazine, the iPad app projects an animation through the printed page (when viewed in a darkened room), applying different lighting effects and graphics to the scene in the print ad to make it. Watch the video below to see how it works.

Lexus says that it spent months developing the CinePrint technology used to create the ad.

While watching the ad is engaging – helped along by the what-sounds-like Amon Tobin soundtrack – we're not sure that while reading the magazine, we'd go to the effort of going to the site or digital edition on our iPad and then turning the lights down to play it.