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LOOK Stop and sniff this movie ad

Would you like garlic scents spritzed at you from a bus stop ad? We’re not sure we do, but this ad certainly scores points for novelty.

No, it’s not for an anti-Twilight movie campaign, but part of Disney’s integrated publicity campaign for The Hundred-Foot Journey.

Distributed by Walt Disney Studio Motion Pictures, the campaign runs on Clear Channel’s platform at bus stops, particularly ones close to “food meccas” in Singapore: Victoria Street, New Bridget Road and Holland Avenue, said a Clear Channel release.

The movie features the opening of a new Indian restaurant in the south of France, next to a famous Michelin starred eatery, causing tensions between the two establishments until Le Saule Pleureur’s icy proprietress Madame Mallory, played by Helen Mirren, recognizes her rival’s brilliance for preparing masterful meals.

A custom built casing placed at the side of panel houses the diffuser that sprays the aromatic scent periodically. Commuters can also push the button to release the scent on demand. Garlic was chosen over other food scents because of its unique smell, said Clear Channel.

The campaign also runs on digital for the same three week period, 14 August to 3 September 2014. The creative agency was BatesCHI & Partners while the media agency was m/SIX.

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