• by Amy Corr  @MediaPostOTL, June 19, 2015

How much did this media buy cost? To promote its G4 phone, which is encased in leather, LG ran a print ad in a limited edition of SvD/Perfect Guide, a luxury weekend magazine based in Stockholm, that was made of all leather. I can't be the only person who loves the smell of a new car, but new-phone smell isn't doing it for me. And cleaning this case sounds like more of a hassle. Still, the "Smell The Difference" print ad lets users enjoy the smell and touch of leather. Think of it as a less invasive perfume ad. I'd be the person getting as many copies of the SvD/Perfect Guide so I could make something nice from all that leather. See a video of the ad here, created by M&C Saatchi Stockholm.