Toyota's InStyle ad lets readers grab a set of car door handles and literally see their heart race in excitement. The ad appears in the March 2018 issue of the magazine and was created for the 2018 Toyota Camry. The ad unfolds out of the magazine, much like a pop-up book, and is even accompanied by a scent strip which gives the ad a smell of rich leather. Two handles come out of the folded out ad and utilize metal strips to read the user's pulse and displays it on the ad itself.
Toyota's InStyle ad was not a simple endeavor and took Toyota's creative department eight months of research and testing to develop. Early prototypes of the ad featured several battery inserts, and would not be shipped by the postal service, before the team managed to reduce the ad down to two batteries. While Toyota's InStyle ad is not a real heart-rate monitor, it manages to convey the idea of excitement while driving and displays a unique and interactive novelty.
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