Since the genuine leather back covers are a major selling point for the new LG G4 phone model, the mobile brand is encouraging consumers to 'Smell the Difference' this makes.
LG communicated this message by swapping a traditional paper advertisement in a magazine for one in 100% leather that had been stamped with brand messaging. As well as appealing to one's sense of smell, sight and touch are also activated in this multi-sensory brand advertisement. Since it's not often readers find pieces of fabric sandwiched in the pages of magazines, this is definitely an example of an arresting ad that causes people to stop and look—as well as smell and touch.
Although smartphones have yet to go out of style, LG's newest phone is causing plastic to become passé.