Air fresheners

Agency Network: 
December 2007

Print advertisment created by McCann, India for Chevrolet, within the category: Automotive.

Incredibly spacious.

Advertising Agency: Mccann Erickson, Mumbai, India
Creative Director: Prasoon Joshi
Copywriter: Pk Anil
Art Directors: Kapil Tammal, Sandesh Kambli
Photographer: Shekawat Hs Photography
Servicing: Suhail Tariq

Comments (41)

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Inverted's picture
Activity Score 193

Oh my god thats bad...

Mr.Top's picture
Activity Score 728

It's really really bad, and also says that the car STINKS!!!!

jazarah's picture
Activity Score 1262

lol u r right

rony.wany's picture
Activity Score 50

theworstcar'sadoftheyear and award goes to...............Prasoooooooooooon!

doworkson's picture
Activity Score 242

yeah that says incredible stinky.. not spacious.

prsuction's picture
Activity Score 17

how it spacious. didn't get it.

mauroxxx's picture
Activity Score 539

Because u'll need a lot of those trees (as u can see in the ad) to have a good smell even in the back of the car...

Ad_Man's picture
Activity Score 826

i can do that even in my small car... even if i want to, i can hang more than 6 air fresheners...

Think it for a while.
Then, in anytime, it will come to your mind as an idea.

512's picture
Activity Score 212

yeah, that´s not fresh at all...

efox5's picture
Activity Score 85

I think maybe it's a culture thing, it was from India.
Could any Indian friend could explain this?

rottenmutton's picture
Activity Score 20

Jeez guys... come on...

To freshen the area in a normal sized car you only need one air freshener.
To freshen a large area in an unusually spacious car, more air fresheners are needed...

True it's not the most obvious ad in the world, but it's not rocket science either.

The thought is cool, but the ad just doesn't work... is it the sepia tone? The crop?

Wordnerd's picture
Activity Score 6692

we know what they intend to say. but try to imagine you wouldn't work in advertising and whouldn't know how ad-people think. whould you get it then?

mauroxxx's picture
Activity Score 539

the sepia tone it definitively doesn't work, it gave it a "stinky" ambient :S

wkanaan's picture
Activity Score 483

I like! I got it pretty quick. Although it might not be the best way to show how spacious it is but gets the idea across.

ahpitt's picture
Activity Score 342

Those X'mas trees are freshener -.-

mlsman5000's picture
Activity Score 128

the old air freshener tree gag again.

rony.wany's picture
Activity Score 50

crap......just a crap...

jsn's picture
Activity Score 83

if we ad people don't get it, then it will be harder for the average Joe. I think it would help if the camera is all the way at the back and shot using wide angle lens, dramatising the spaciousness, and the bunch of air freshners are small, right at the end, and the line is next to it.

Misstree's picture
Activity Score 425

For all u international dudes out there, this one reeks of a SCAM!! 90% of the Indian population would never identify with that kind of a freshener...we hardly even have the X'mas tree fresheners around! A westerner, on the other hand would identify with it pronto. so this ad is intended for international consumption n digestion. N has nothing whatsoever to do with the Indian audience.

It's the same kind of lousy disconnect with the Indian TG that i've been seeing on this site wrt Indian agencies....purely catering 2 the west. It bugs the shit out of me. Since when did our best guys (read Prasoon & Piyush) have to resort to this kind of gimmicking?


Not all who wander are lost


Not all who wander are lost.

Misstree's picture
Activity Score 425

N efox5...sadly no, it ain't a 'culture' thing, buddy.


Not all who wander are lost.

everartz's picture
Activity Score 7613

i dont like the yellowish tone given here.. it makes me feel sick when i look at it, not discussing the idea coz everybody here said enough about it...

long live Ronnie James Dio!!!

| everartz |

iT-iS-i's picture
Activity Score 1721

That's india for you folks....

Add insult to injury then burn the candle at both ends.

:: Put your ears against the ground so i can walk over what you heard::

Disco Munky's picture
Disco Munky
Activity Score 3890

You're a sad little man....or boy.

Talk about the idea not the country. When you do that we don't think "ha ha what a funny dude", it's more like "Mr tiny penis just had a brain fart"

Doin' it for the points

iT-iS-i's picture
Activity Score 1721

Get over yourself monkey boy, who are you to say what i should and should not do. Get off your high horse smart ass. You did it with drunk dave, your childesh antics are old man and not a quarter as entertaining as you intend them to be. Do what everyone else does, If you don't relate or like any of the comments skim over them. If you can't do that then deal with it.

Add insult to injury then burn the candle at both ends.

:: Put your ears against the ground so i can walk over what you heard::

Disco Munky's picture
Disco Munky
Activity Score 3890

Like you just did?


Doin' it for the points

Vicomte's picture
Activity Score 287

Only bad ads become so much comments.
BACK IN 1995!!!

matks's picture
Activity Score 476

The car stinks. Headline should be:
So spacious that you can load up to 100 herring boxes.

Wordnerd's picture
Activity Score 6692

Hey! nice Idea! thanks for proving the power of copy :)


kergu's picture
Activity Score 6795

is nice but when you thought for second time is like... ok but if i wanna desapeer some bad smell in the car and resist to die... mmmm the ad is god in at first impression!..."my car is so big...i have to use so many Air fresheners

speed's picture
Activity Score 83

I saw it more as a forest of trees vs. a normal single tree thus showing size.

The smelly car issue weakens it, though. Perhaps a gorgeous beauty interior shot in cool blues and greens (and a spacious angle) with a "forest" of evergreen air-fresheners and a matching vast evergreen forest scene out the window, would have taken the smell thought away and focused on the ample room - then it would work.

1983's picture
Activity Score 148

the familiy that owns this car maybe have a colon problem

jumpp21's picture
Activity Score 26


The freshener things been done to death and this doesn't improve upon it. My take is that the car holds more stinky, sweaty people. Did I get it?

budibud's picture
Activity Score 128

This is Prasoon's? I'm looking forward for Ramen to comment. XD

Trying to retire ad-man

Angel-devil's picture
Activity Score 39

I think this will work for India. Few months ago my friends came back from that country and were shocked. Indians love to fill the air with fragrances so much, that for people from other countries it is really hards to endure it. So this ad is perfact for indians.

kbaudelaire's picture
Activity Score 54

JAJAJAJA... it's so sketchy it becomes really funny... i love it

puppiepoppy's picture
Activity Score 1634

I think the idea deserve a dozen more refresher....

JamurPutih's picture
Activity Score 263

wow! a spacious stink car!

end of joy, enjoy

pawan42626's picture
Activity Score 4

Oh 'Maa'

mikepants2005's picture
Activity Score 504

Well wouldn't your car stink after having a large curry!

Disco Munky's picture
Disco Munky
Activity Score 3890

You sound like a winner.

Doin' it for the points

thirstydesert's picture
Activity Score 8

i dont know what to say :O