The 2018 Camry.

Fifty thousand glossy battery-powered ads were inserted into the March 2018 issue of InStyle magazine for subscribers only. It is surely one of the most technologically ambitious advertisements ever devised. Fold back the gatefolds and put your thumbs on the metal discs of the simulated “door handles” while opening the ad further. The new Camry dashboard appears with a pop-up steering wheel and, amazingly, the user’s actual EKG moves across a screen. The intent is to show the user’s excitement by displaying an increased heartbeat. The ad also releases a new car smell. The ad was created by Structural Graphics which specializes in dimensional ads.