Struthers Tells What Smells

At first the idea was offered almost as a lark. Creatives at BVK in Milwaukee were thinking of ways to push Citra air purifier from client Lil’ Drugstore.

“Who wouldn’t need this product? That’s where we started,” said copywriter Jeff Ericksen. People born without the ability to smell, it was decided. That led to a scenario where Sally Struthers would give one of her tear-jerking appeals to help those with olfactory shortcomings.

Proving it’s never foolish to say “what the hell,” a radio script was sent to Struthers’ agent, and she accepted.

“We didn’t say, ‘Do your Save the Children thing,'” Ericksen said.