Shooting with smartphone cameras that is! CALVIN KLEIN experimented with new multimedia billboard that was at first wildly rated as 'super genius'  to what some are now calling a "a pain in the butt". The clothing brand replaced three of their billboards, two in New York, one in Los Angeles, with red and white QR codes. QR code is basically a two-dimensional bar code that can be read by most smart phones equipped with a camera.

So what do you get when you take a photo of the billboard? A 40 second video of Lara Stone "frolicking with four male models," says Racked

Apparently, smartphones aren't the only requirements to view this new and growing  advertising trend, you'll need a specific app to view the video as well.

*SHEESH* all that just to view an ad? Lara Stone better be looking hot. You boys are fine, you have 4 to look at :-)