TORONTO—If you tilt the cover on the latest issue of The Grid (June 21-27), a car appears: the 2013 Subaru BRZ.

The Grid collaborated with Subaru on the cover, resulting in a lenticular image that alternates from the Subaru photo to a 'Dude, where's my pension plan?' coverline.



The animated image (which is printed by Lowe-Martin Group and designed by DDB Canada) is pasted on the front, with Grid's logo underneath (presumably just in case the cover ad is removed). 
The Subaru ad also runs on the inside front adjacent to a standard editorial cover.

While effectively grabbing the attention of passers-by, "lenticular covers won't be a regular thing because they're enormously expensive to execute," noted Laas Turnbull, publisher and editor-in-chief of The Grid, a free city magazine owned by the Toronto Star. 

That being said, "I’ve never seen an ad elicit so much attention," added Turnbull, noting it's a popular topic in the Twitterverse and other advertisers have called inquiring about lenticular pricing.

This article originally appeared on PrintCAN sister site, Masthead.