When your smartphone’s biggest selling point is its customization options, you need to get a little creative with your print ads. And that’s exactly what Motorola has done for the Moto X. In the January edition of Wired magazine, the company has a full-page ad with built-in LED lights that allows you to change the color of the Moto X printed on the page.

Check out the demonstration video below.

Have you ever seen a better print ad?

It was created by ad agency Digitas to highlight the Moto X’s customizability, and it uses tiny LEDs, a battery, and a paper-thin button membrane embedded inside the page. It won’t appear in every issue of Wired, unfortunately, but around 153,000 people in the New York and Chicago metro areas will see it, Mashable reports.

• ViaMashable