two cents

BMW ad on the front cover of a magazine?

Yup.

The glow-in-the-dark ad on the cover of Vice Magazine appears when you shut off the lights.

Brilliant.

"The media strategy for the 1 Series is all about short, intense experiences,"
- Esme Rottschafer, group account director at The Media Company,

"Maintaining the integrity of our cover - which is not usually for sale - while delivering a unique and rad brand message for BMW was an amazing challenge."
- Shawn Phelan, director of sales & marketing at Vice's

More here.

I love this stuff...