This Auto-Loan Brand’s Colognes Can Help Anyone Smell Like a Dirty Pickup Truck

Sadly, they're not for sale

Old Spice gave us "The Man Your Man Could Smell Like." But what if you'd rather reek like a dusty old pickup rather than an average guy armed with a brand-name deodorant?

At last month's North American International Auto Show, Ally Auto—the auto financing unit of Ally Bank—picked a fragrant way to make its booth stand out by featuring eight auto-themed colognes ranging from "Muscle Car" to "Family Wagon." The former allegedly combines nitrous oxide, testosterone and burnt rubber, while the latter is said to consist of the essence of baby wipes, crayons and regret. 

The press release tells us "the activation was set up much like the perfume counter at a department store," and you'll be absolutely shocked to learn that this stunt was the opening salvo for a new brand campaign created by Ally's agency of record, Grey New York. 

Ally understands that car financing doesn't always lend itself to sexy narratives, so it presented the public with what we'll call a "scentsual" distraction. Here's the video portion of the campaign, complete with its own space-age bachelor-pad soundtrack.

The best detail again concerns the contents of each fragrance, with the "Eco-Friendly Hybrid" composed of water, grass, tofu and a tiny portion of its most important ingredient: smug.

Many car owners are indeed particular about their preferences, and Ally's campaign microsite goes beyond the eight fragrances on display at the show by allowing users to create their own custom aromas. We combined the familiar smells of instant coffee, pine wood, city smog and a generous portion of facial hair to get … a Beige Dynamic Wagon. (Alas, the scents aren't actually being mass produced.) 

Ally's auto show booth also included a "digital car design experience" that allowed users to create their own perfect set of wheels with a few swipes on an iPad screen. One might ask what all of this aromatic noise has to do with auto loans, but for now we're too busy enjoying the fantasy of driving our coffee-scented wagon from its dusty midtown parking lot to our country house for a pine-fresh weekend in the woods. 


Client: Ally

Title: New Car Smell

Agency: Grey NY

Chief Creative Officer: Andreas Dahlqvist

Executive Creative Director: Steven Krauss

Executive Creative Director: Ari Halper

Group Creative Director: Nick Pringle

Group Creative Director: Steve Wakelam

Group Design Director: Han Lin

Art Director: Jacob Tom

Art Director: Minju Cho

Copywriter: Oliver Mosier

Designer: Ryan Hoelting

Designer: Corey Thomas

Designer: James Ioveno

Senior Project Manager: Clint Walsh

Managing Director: Chris Ross

SVP AD: Brett Mackechnie

VP AD: Lauren Ikin

AE: Jake Russem

AAE: Alex Sohn

CEO Grey Activation: Claudia Strauss

VP AD (Activation): Vanessa Rodriguez

Supervisor (Activation): Della Clark

AE (Activation): Isaac Johnson

AE (Activation): Juliana Braz-Toia

Social Media Strategy Director: Laura Chavoen

Social Media Strategy Associate Director: Scott Barrett

Content Strategist: Mark Jacob

Director of Digital Production: Kristen Finch

Director of Technology: Patrice Diaz-Migoyo

Tech Lead: Moemem Omara

Associate Tech Lead: Russ Weiss

Digital Producer: Valeria Sotomayor

User Experience Designer: Divya Gaitonde

User Experience Designer: Caroline Muelenar

Quality Assurance Analyst: Arthur Marants

Quality Assurance Analyst: Kathryn Merry

Senior IT Support Specialist: Thomas Monica

VP, Manager of Graphic Services: Debbie Joyce

Digital Asset Coordinator: Chris Vitola

Graphic Artist: Lofti Wasef

Proofreader: Henry Brown

Proofreader: Geoff Bridgman

Business Affairs: Jennifer Bilky

Business Affairs: Keith Marman


Fabrication: LeapStarr Production

GPJ (Event Manager): Kathryn Carosella

Majestky Apps: Sean O'Shea