Advertisements on the back cover of a magazine command a premium rate for the extra visibility. Pavestone takes the concept to a new level. By running their ad upside-down with regard to the rest of the magazine, they create an appearance that the ad is really the front cover of a magazine. This illusion is heightened by a layout that looks like the masthead and teaser headlines found on a real magazine cover.

I do not know if the concept wins them any more business, but I give them credit for originality.