Ulterior motive aside:)
These are not the intrusive and annoying Internet pop up ads, rather, the tactile ones designers enjoy.
"Drop everything" in red Compacata typeface opens up the 4-page ad in SI's Swimsuit Edition. The following spread pops-up with the symbol for Tony Sopranos "family" headquarters, the Bada Bing strip club.
For a how to book check out:
http://www.dmnews.com/cms/dm-news/list-services/36069.html
http://www.adpunch.org/entry/hbos-the-sopranos-bada-bing-is-a-winner/
