The public image: Tenys Pé"s "stinky" ad Client: Baruel Agency: Z+ Comunicação FROM The Public Image Territory: Brazil Verdict: 4/5 Selling a smell is always a challenge. When it comes to deodorants, a standard option is women dressed in white waving their armpits in the air, or running deliriously through meadows of flowers. For men, the first spray of the product inevitably turns them into some kind of sex god. But one Brazilian agency has gone for a more gritty approach. In the latest campaign for Tenys Pé, a brand of foot deodoriser, two posters show close-up photos of shoelaces tied through a slab of blue cheese and the other through a pile of fish. The slogan reads: "There are more than enough stinky things in the world." Choosing to evoke the bad smell of feet, rather than the pleasant smell of the product itself, is a risky move. What next? Selling motion-sickness tablets with pools of vomit or using close-ups of cellulite to flog low-fat yoghurt? But in this case it works. For the smelly-footed target audience (mainly men, let's face it), the image of flowers floating out of trainers is probably just as disconcerting as dead fish. The campaign works because it is one of the least cheesy "smelly" adverts out there.