What looms amid Pearl & Dean’s fumes?
Posted in Advertising, Marketing, Creative, Branwell Johnson, Latest reporters' blogs April 29th, 2008 by Branwell Johnson
Pearl & Dean is offering clients the chance to have scents wafting out over the cinema auditorium to accompany adverts and one can have plenty of fun thinking what might accompany certain ads.
For instance, do you fancy the smell of men’s underarm deodorant al la Lynx mixing with the sweet waft of popcorn and some nachos and cheese? Or the smell of Guinness to accompany one of Abbott Mead Vickers.BBDO’s epics - that’ll go down nicely if you have a hangover. Hmm. Hopefully they will be choosing the advertisers carefully with one eye on the olfactory offences that could be committed.
But it’s more fun to imagine what could waft from the air conditioner to accompany certain films. The film Perfume itself offers a dazzling multitude of smell opportunities, including the stench of Parisian medieval fish markets. Scent Of A Woman? I’ll leave that one to the imagination.
But the most intriguing must be Francis Ford Coppola’s Vietnam head trip Apocalypse Now. All together now “I love the smell of napalm in the morning … The smell you know, that gasoline smell… smelled like victory.” That will have the audience choking on its maltesers.
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ellie wallis’s comment is....
I think it’s a brilliant idea. You would be on the edge of your seat wondering what was going to reach your nostrils first, the smell of chocolate mixed with airport truck fumes, or man sweat and hookers for the Grand Theft Auto IV game. Yeah maybe it isn’t such a good idea. But the idea of having perhaps the smell of smoke or dust when watching a war film like Saving Private Ryan, I think would really enhance the cinema experience.
Posted April 29th, 2008 at 2:07 pm
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