In the bustling metropolis of New York City, where skyscrapers tower and the hustle and bustle never seems to pause, the advertising world has decided to take a peculiar turn. Just when you thought you’d seen it all, New Yorkers are now greeted by scratch-and-sniff billboards. Yes, you heard that right. As if enduring the daily grind wasn’t enough, now the city’s residents have the opportunity to scratch patches on these billboards to get a whiff of various scents. This might sound innovative, but when the scents involve arm pits, it raises a few eyebrows—and maybe some noses.
Walking the streets of New York often presents unexpected sights, but engaging with advertisements that invite you to smell other people’s arm pits is on a whole new level. One might think this is some avant-garde attempt at modern art, but it’s more likely a marketing strategy gone awry. The billboards offer an array of scents; however, the image of a thousand people pressing their faces up against the very same spot to take in the essence of an armpit might just be a high point of collective absurdity. One might suggest that this unorthodox advertising method smells of desperation more than deodorant.
Of course, participants in this sensory adventure offer their reactions, which range from surprised humor to outright disgust. Some claim to detect scents like vanilla or coconut, but the bigger question might be, who genuinely wants to experience the closest thing to sniffing a stranger’s armpit in the first place? The concept is amusing, if not entirely baffling. In a place where personal space is already scarce and public hygiene a frequent concern, it seems a tad counterintuitive to encourage nose-to-billboard contact.
Moving from the comical streets of New York to the ever-stormy seas of social media, another tale emerges. Actor Pedro Pascal, noted for his roles on HBO, recently directed a fusillade of insults at the acclaimed author, J.K. Rowling. Following a U.K. High Court decision affirming that trans women are not biological women, Pascal took to social media to voice his disappointment. His choice words for Rowling were colorful, though perhaps better suited for a private conversation than a public platform. Ironically, by hurling vitriol at the famous author, Pascal may unwittingly be shooting the messenger and alienating some of his own fans.
At the heart of this backlash is Rowling’s stance on gender identity—a topic that has courted controversy ever since she expressed her beliefs. Despite facing a torrent of criticism, Rowling remains unfazed, intelligence and wit her steadfast companions. The courts seem to agree, yet still, in today’s age of instant outrage, the rule appears to be speak first, think later. While cancel culture leads its crusade against any perceived injustice, we’re left wondering if perhaps Pascal should practice a bit more restraint. After all, one wouldn’t want a casual stroll on a street of billboard sniffery to turn into a social media maelstrom.
