Skipping through a recent issue of Real Simple magazine over lunch with R.BIRD creative director, Joseph Favata, our page-flipping was unavoidably interrupted by the stiffness - and thickness - of an “yellow tail” advertising insert (top-left-inset).

Pulling on a tab embedded in the insert set off a series of yellow blinking lights on the tails of what might be lightning bugs. Curious, as always, we decided to tear this insert apart to find out what’s ticking inside.