Creativity

Oreo: My Name is Earl Laugh 'n' Sniff Card

In a collaboration with NBC and 20th Century Fox Television, the April 30 issue of TV Guide features an Oreo-sponsored "Laugh 'n' Sniff" scent card, which provides an interactive experience tied to the May 3 episode of th

Published on Apr 27, 2007

Editor's Pick

In a collaboration with NBC and 20th Century Fox Television, the April 30 issue of TV Guide features an Oreo-sponsored "Laugh 'n' Sniff" scent card, which provides an interactive experience tied to the May 3 episode of the NBC sitcom My Name is Earl. During the show, viewers will be prompted via on-air graphics to rub one of six numbered boxes on the card, which will release a relevant aroma. One of the scents will be, of course, Oreos; others include "new-car smell" and "obnoxious cologne."

Though short-lived movie theater gimmicks like Aroma-Rama and Smell-O-Vision go back at least as far as 1959, the inspiration for this particular stunt, which was engineered in-house at TV Guide, is John Waters' 1981 Polyester, notorious at the time for its Odorama scratch 'n' sniff card. When Waters "guest starred on an episode of Earl this year, I asked him if he'd be cool with me ripping off the Odorama card, and he gave me the thumbs up," says the show's creator and executive producer Greg Garcia. "I remember my parents coming home with the card, and thinking it must have been really cool to actually smell the things you were watching."

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About

Credits

Date
Apr 27, 2007
Associate Creative Director:
Jeff Hardy
Printer:
Concord Litho
Client:
Oreo
Agency:
TV Guide

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