Car ads are all the same: you show the vehicle cruising down a highway or smoothly taking hairpin bends, right? Wrong. To promote the new Toyota Camry to a female audience, Saatchi & Saatchi Los Angeles took out an ad in the magazine InStyle. But not just any ad: this was a detailed pop-up interior of the car. On opening the pages, the reader caught a faint whiff of leather and activated a pulse monitor that could sense their excitement at discovering the Camry. The awesome pop-up necessitated eight months of work with the specialist team at Structural Graphics.