Mr. Magorium's Wonder Emporium is running an ad in The Los Angeles Times this Sunday which smells like cake. Yep, it's a scratch and sniff dealio - much like modern perfume ads - where the ad is printed with a soy-based ink that emits the smell of cake weather you scratch it or not. Neat.

Mr. Magorium

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.