What started as a PR stunt became something quite serious. The concept is simple – How can a brand associated with selling used cars drive awareness for new cars? Launching the ‘New Car Smell’ was the obvious solution and we were tasked to amplify this and create the associated assets.
Our concept hinged on the fads which are perfume ads. Many of them are a mockery to themselves so we wanted to approach this in a similar fashion but adding authenticity.
Rory Reid (ex Top Gear) became our star in the £250,000 Bentley Mulsanne, as he arrived spritzing the perfume upon arrival to a film premiere.