To showcase the different colours of the Moto X, Digitas have designed an interactive one-page ad for the US January edition of Wired. Featuring in 150,000 printed copies of the magazine (available only in New York and Chicago), the lithium battery-powered ad uses LED lights to 'colour in' the phone in one of eleven shades.
It's a smart way to engage readers, not only with its relevance to the advertised product, but it also makes smart use of the tactile element of print mags. It also shows that digital and print don't have to be mutually exclusive.