Block84.com - Lifestyle is a terrible thing to waste.

BMW has found a way to sneak an ad onto the cover of the April issue of Vice magazine. At first glance, it looks like any other cover. But when the lights go out, a glow-in-the-dark ad for the BMW 1 Series appears, with the 1 appearing where the “i” in Vice usually does.

The glow-in-the-dark ad, which is appearing on the cover of Vice’s entire Canadian print run, wasn’t easy to make. The magazine had to print its covers at one plant, ship them to another to add the glow-in-the-dark treatment, UV coat them once they’d cured, and then ship them back to the original plant for binding to the rest of the mag.

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