Lexus has this ad in the Sports Illustrated swimsuit issue. You can clearly see three models "blending in" to the background. When you use your smartphone on the ad, the models "blend out"... Just like the Lexus IS - or that's the idea you're supposed to take away from this. Unless of course all you take away from this is "hubba hubba" after watching bikini-girls walk across a magazine page. That is if you bother to do this.
"...we cast three swimsuit models to pose with the Lexus IS and camouflaged the models within the scene—actually making them part of the set design. In order to reveal the models, we're asking readers to scan a QR code or go to LexusBlendOut.com with their smartphones. When they place their phones on the page, the models come to life, walking out from the background and revealing themselves in their swimsuits."