Burning rubber is a big part of Nordic petrol head culture. To celebrate the new Nissan GT-R, we created a print ad that demonstrates the power and meanness of the car in publications familiar to the target group.

In the print ad Nissan GT-R is attached to a separate strip. The consumer is encouraged to rip the strip to accelerate. When the strip is removed, a strong smell of burnt rubber bursts out as if the car would accelerate from 0 to 100 on the paper. After the smell clears, you can see skid marks on the asphalt and a text stating: “The smell of 0 to 100 in less than 3 seconds – Nissan GT-R”.

The actual fragrance of burnt rubber was created in collaboration with a famous Finnish perfume designer Max Perttula.