Can't resist the smell of pizza? Wait until it emanates from your DVD player!

A Brazilian ad agency has opened a new venue to sell the public hot cheesy goodness, your movie rentals. The marketing campaign, for Domino's, uses a heat sensitive coating on disc. When played, the heat from the DVD player warms the disc, and starts to smell like pizza. When you eject the disc, you will see a pizza ad, when before there was none, as well as the message, "Did you enjoy the movie? The next one will be even better with a hot and delicious Domino's Pizza."

Check out the video to see for yourself!