Fish

its fishy "trashing the product with the fish doesn't tell how good your product is against bad odor of course your idea of printing with aromatic ink makes all the difference unfortunately we can not smell it on adsoftheworld

i thik the good thing about this ad is that takes advantage of a print media to create an experience with the product. most of the clients won´t take that risk.

it's called a campaign
a campaign is a series of advertisements revolves around a same concept
of course it's the same in terms of idea