The oft-bashed QR code technology takes center stage in a Lexus print ad in Sports Illustrated's swimsuit edition this year. As the video above shows, if you line up your QR code-reader-equipped smartphone with the ad, the SI models start prancing around.
The ad is the latest attempt to sex up the annual issue with digital bells and whistles. In the past, the publication has offered exclusive content for its tablet edition and launched a 3-D edition on PlayStation and other Sony formats. The latest wrinkle this year? A year-round daily news site related to swimwear.
The effort comes as many see QR codes as a clunky technology that hasn't lived up to its early promise.