To honor this historic event, we brought back a series of Playboy’s iconic centerfolds and covered them up with the 2016 Dodge Viper.

There’s only one first non-nude issue of Playboy, and Dodge took advantage of the opportunity by creating censor-style sneak peeks of the new 2016 Viper. The car’s features were strategically placed to cover the models in the foreground, and it was all tied together by explaining that the spirit of both brands “lives on.”

The gatefold and its success have been mentioned across numerous news networks, such as the New York Post, CNN, and Adweek, as a strong execution that takes advantage of its placement. There was buzz for the magazine as well as the 2016 Viper. When the goal of an ad campaign is to sell a sports car as sexy as the Dodge Viper, this type of chatter is great.