A bit like the famous quote of Lt. Col. Bill Kilgore (Robert Duvall) in Apocalypse Now (1979) – ["I love the smell of napalm in the morning."], Saatchi & Saatchi came up with a pretty interesting print campaign to create awareness for road safety in the category: don’t call and drive. In the print ads they sent to the presses, they dubbed the typical fragrance teasers and launched two new smells: Accident and Crash. Browsers of analog press media like magazines could rub the fragrance strip and smell the repulsive odeur of accident. Whatever that smells like, I leave up to you, but seeing the image I bet it would kinda rob you of your appetite. Never seen this one before.
Agency: Saatchi & Saatchi, Praha
Medium: Print
Via: Adverblog / ReklamniBlog
Antonia
November 2, 2007 at 9:40 pm
It smells like burning rubber.
David Isserman
November 8, 2007 at 5:30 pm
That is clever — I wonder if magazine readers could smell it before opening up to the page?
David
http://www.TheCreativeConnector.com