Lexus could have done it with this print/iPad hybrid advertising for the new Lexus ES 2013.
Using Lexus created technology called CinePrint, the ad comes to life only when you take an iPad and put it behind the printed ad in the October 15 issue of Sports Illustrated.

A Lexus ES 2013 turns on its headlights, the engine revs, shows, the sky flashes, the car plays music and showcases its interior – all brought to life in print.

This is a change from traditionally interactive ads which send you off somewhere else through the use of a QR code or a microsite for example and delivers the experience right there and then (with the aid of an iPad).