solar powered print ad

This ad might not be super arresting when read in fluorescent lights. I was really hoping that there was some kind of sun-sensitive ink used, so I was a little disappointed to see that the color was just printed in reverse on the back side of the page. But regardless, it's an innovative use of a print ad if you imagine your surprise if you were thumbing through the magazine in the sunlight and weren't expecting the ad to change. It would at the least result in a few extra moments spent on the page.