For a series of television commercials and online videos, the brand recruited subjects off the street, who agreed to be blindfolded for what they were told was a scent experiment. Then, in video captured by hidden cameras, the participants were guided into odoriferous settings, like a dilapidated motel room strewn with dirty clothes, a secondhand store filled with threadbare furniture and soiled stuffed animals, and a cramped Chinese restaurant kitchen with whole uncooked fish on counters.

— Don't worry, the commercials are for Febreze — it all ends up smelling like lilacs. Read more at Diving Into Reeking Squalor to Test an Air Freshener at the New York Times, and if you missed it check out Angie's Goodbye Lilacs. Hat tip to Jessica!