Land Rover has launched a new campaign developed by Y&R Canada, reminding people what they missing when they leave the city.
City Scent air fresheners are being sent to people who sign up for into on the new range Rover Sport car on the brand’s microsite.
"The All-New Range Rover Sport's legendary off-road capability lets you visit the world’s most remote locations. If you stray too far from the city and pine for its unique olfactory charms, the city scent air freshener will serve as your pungent reminder," says Land Rover.
So what does the city smell like? Concrete, smoke, and hot tar apparently, with the website warning that "reactions may vary” to the smells.
The campaign has also encouraged those who receive and air freshener to upload and “out-of-city” photo to feature on the Land Rover’s Tumblr page.