Ford: Smells New

It's old, but it smells like new.

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Ford Seleccion, the car company's line of used cars and Bassat Ogilvy Madrid bring the 'smell of a new car' to those who chose to buy used. After all, you might be willing to sacrifice the new car itself, if it at least smells like one.

The team figured out what a new car smell actually smells like, then bottled it up to create 'Olor Nuevo,' a line of 'new car' scented car freshening perfumes that were placed inside Ford Seleccion cars. Car buyers also got a signed contract guaranteeing the smell and fragrance samplers were also placed in print and outdoor ads.

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Apr 23, 2012
Bassat Ogilvy Madrid
Creative Director:
Alvar Suñol
Art Director:
Alberto Espeja
Gonzalo Urbez
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