Listerine Flipbook Gives Beautiful Woman Nasty Onion Breath JWT ad smells like victory

Sometimes an idea is so simple and perfect, you wonder how no one thought of it before. Today's case in point—the bad-breath flipbook. JWT in Hong Kong created a bunch of them for Listerine, showing an attractive woman who appears to be speaking as you flip the pages. But before long, the smell of onions comes wafting toward you. At the end of the flipbook was a coupon for Listerine. The brand saw a staggering 66 percent redemption rate, according to the case-study video below. My suggestion for a follow-up: Go to summer festivals and give out free fans that smell like gorgonzola cheese.

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AdFreak is a daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd.

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