Finally: DVDs That Smell Like Pizza After You’re Done Watching Them


Tell you what: Why doesn’t everyone take the rest of the week off (take Monday off, too, if you’re not American) and let’s all meet back here on Tuesday.

Why? Because innovation as we know it has reached its apex.

There’s no sense in trying to outdo DVD rentals with magical, odorous ink that heats up as the disc is spinning and smells like pizza when all is said and done. Oh, and the ink also turns into an ad for Domino’s. Domino’s sells pizza. It’s not good pizza, but it’s pizza.

So how does such a mind-bending miracle of advertising work?

According to AdAge:

In partnership with 10 video rental stores in Sao Paulo and Rio de Janeiro, the brand used rented DVDs as media. About 10 discs each of 10 different new release titles such as Argo, 007, Dread And Dark Knight were stamped with thermal ink…

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