Jaguar made a scented car ad that smells like an F-Type on the track
Bet you've never seen one of these before
I'm a big fan of unusual things, whether's that's a Citroen SM, a $1.68 frozen pizza that's actually really good, or John Coleman's face. Now I have a new thing to add to that list: a perfume scent strip that's an advertisement for a car. Let me explain. And before you ask no, this is not a sponsored post.
I get free magazines sometimes from offers that are emailed to me because I like physical media. I don't always read the magazines I get but when I do, I'm usually mildly entertained. My latest acquisition was an issue of Esquire, a magazine that's probably meant for a different demographic than the one I'm part of. What was meant for my demographic though came right after the Hermes H08 watch ad.
An ad for the 2021 Jaguar F-Type.
Road photo by Markus Spiske from Pexels
It wasn't just a regular car ad though, this one had a perfume strip like you'd get in a Dolce & Gabbana ad and it was called "Eau de Speed." I curiously peeled back the flap and took a whiff. At first, I was disgusted, which isn't good news for a perfume strip, but a few more sniffs later and the smell grew on me. It almost smelled like a combination of burning rubber and gasoline. This is where normal people would just say "cool" and move on, but that's not me. I had to find out more.
So I emailed Taylor Hoel, the manager of PR & communications at Jaguar to find out more. Much to my surprise, he didn't think my email was too weird to reply to and gave me some pretty cool insight on the campaign. Check it out!
Q: How did the idea for the campaign come about?
A: The Jaguar F-TYPE has always been a visually stimulating car, winning the World Car Design of the Year award when it launched in 2013. With the redesign at 2021 model year and the introduction of a 575hp supercharged V8 engine in the R derivative, the F-TYPE truly stimulates all of the senses.
We wanted to bring this to life in a clever way.
The ‘perfume’ scent strip ad you experienced in Esquire is actually part of a holistic advertising campaign supporting the 2021 F-TYPE. We have this TV ad running in key sportscar sales markets featuring racecar driver Canaan O’Connell, which captures the audio and haptic magic of the car. We have the scent strip ads running which are meant to surprise readers, bring a smile to their faces, and recreate the scent of letting the F-TYPE rip on a racetrack. These ads are running in a mix of automotive and fashion/lifestyle magazines which speak to the sophisticated passions of our target buyers.
Finally, we have podcast ads running which feature 3D audio technology to bring to life the symphony of the F-TYPE’s iconic engine roar and exhaust note.
Q: Has Jaguar or any other car brand done a perfume campaign before?
A: This is certainly a first for Jaguar. We are not aware of any other car brands having run similar ads.
Q: What is that smell actually supposed to be?
A: It is meant to recreate the scents of racing a car on a track: burnt rubber, brake pads, exhaust, etc.
Q: Have you had other people ask about it?
A: You are the first journalist to pick up on this, but customers have certainly taken note of the full campaign. Demand for F-TYPE has been steadily on the rise over the past several months.
I must say, while I'm not the biggest Jaguar fan out there, I think this is a darn cool idea. It's one thing to look at an image and say "wow fast car woo" but to smell that car on a race track is a different kind of feeling. We need more unique car ads like this one and I applaud Jaguar for thinking outside of the box with this one.