Ad of the Day – May 14 (Madrid)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Bassat Ogilvy
  • Location: Madrid
  • Client: Ford
  • Name: “Used cars that smell like new”

Why I like it: Finally! I’ve always, always wondered why no one did this before – it’s just so obvious. There’s a lot of merit in taking the obvious and actually executing it very well. It’s an easy sell to the client and to the consumer, because it needs no explanation. And this is no stunt – of course the smell of new is the hook to open your mind to a further pitch on these used cars. You don’t normally see communications that involve the sense of smell, probably because it’s hard to pull off. Yet when it works, it does so on a very internal level, I think it’s very powerful and still relatively unexplored territory. Congrats to the folks at Bassat Ogilvy for going through with it – who’s next?