This ad smells...good... literally...like cookies. Got Milk? Unfortunately, the first outdoor ad to use the medium of scent has already come and gone. Monday morning, bus shelters scattered around California were filled with the aroma of fresh baked cookies. The appetizing scent was coming from something called magniscent adhesive stickers which were applied within the shelter. I can't think of a better way to make people crave a tall glass of ice cold milk. But apparently, after a huge media frenzy and complaints by some cookie hating people who thought the ads were too intrusive or something, the ads were pulled today. Anyway, I thought this was a smart idea and really pushed the boundaries of the medium. Whish I could have got a whiff. Props to Goodby Silverstein & Partners, San Francisco and to creative team Thomas Kemeny and Byron DelRosario for making our ad mouths water. Your thoughts on aromatising?