The popular US magazine made history by debuting video adverts. The Harry Potter style futuristic ads feature a wafer-thin video display, about the size of a mobile phone screen, which can play up to 40 minutes of content.

The "magga-screens" have been endorsed by television channel CBS who will run adverts for their shows 'Two and a Half Men' and 'The Big Bang Theory'.

In-built buttons allow the reader to select which clip they want to watch. Pepsi have also signed up to the unique advertising opportunity, which costs approximately 100 times as much as a traditional advert, but may well catch more readersÂ’ attention.