Agency: Jay Grey, Sydney
Art Director: Jay Furby
Copywriter: David White
Photographer: Gary Sheppard
Digital Artist: Gary Sheppard, Marcus Thyer

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: Ambi Pur car fresheners removes bad car smells.
2. Affective: Everyone hates a bad smelling car.
3. Conative: We want viewers of this campaign to do a smell check on their vehicle to see if they need an Ambi Pur freshener.

Positioning
Everything in your automobile is affected by the vehicles smell and everyone will notice it. By giving action and human characteristics to common dashboard objects, this campaign will call attention to your vehicles smell. If inanimate objects appear to be uncomfortable with your vehicles smell, just imagine how your passengers feel.

Consumer Promise
Ambi Pur car fresheners will remove any bad smells in your vehicles.

ADDITIONAL EXECUTION

1. Visual: Hula dancing bobble-head making an “eww” face and pinching her nose.
2. Copy: Cures car smells.