You are walking through the city and a taxi pulls up and offers you a lift completely free of charge. Anyone who's ever seen a horror movie knows something unpleasant awaits. But rather than brutally disemboweling the unwitting passengers, this ad uses them to advertise cat litter.
Fresh Step cat litter claims to be able to cope with the rankest odours your beloved kitty could ever produce. But what if your kitty has a thing for bucketfuls of rotting fish?
As passengers get into the cab, their nostrils are assaulted by a nauseating wave of a seriously stinky fishy stench. The driver is keeping a box of very ripe freshwater fish just behind the passenger seat.
Everyone who steps into the cab immediately reacts, some pull up their noses, some cry "pew, urgh" and some begin to violently retch. There are a few who try to politely ignore the smell while their eyes water and their stomachs churn.
Before the audience can start gagging too, the cabbie pulls over and covers the fetid fish with Fresh Step.
Now, customers who get into the cab have no idea that they are sat just inches away from putrefying flesh.
And when the passengers do find the boxful of icky carcasses, they are happy to touch, sniff and play with them. It looks like Fresh Step does it all it says it can.
The commercial is put together by Conscious Minds, the agency who used hidden cameras to capture terror on the face of unsuspecting men in this ad for Pine Sol. Launched two days ago, the stinky taxi prank has garnered over 1,200 views and numerous mentions on sites and blogs across the web.
It's a great idea and a brilliant product demonstration, but mostly this ad is about watching people's hilarious reactions to a truly unpleasant smell.