Domino's has been doing some strange campaigns lately, this one however is awesome.

Domino's in Brazil partnered with 10 DVD-rental stores to rent discs that, when played in a DVD player, come out smelling like a pizza, AdAge.com reports. As the movie plays, the customer is apparently none the wiser. When the movie is over and the customer hits eject, a pizza like odor wafts into the room.

A special thermal ink on the DVD reacts to the heat of the DVD player, not only releasing the odor but also causing a picture of a pizza to appear on top of the disc. A message reads: "Did you enjoy the movie? The next one will be even better with a hot and delicious Domino's Pizza." This is honestly one of the coolest ad campaigns I have ever seen. Do I see Domino's and Red box teaming up in the future?

Check Out the New Domino's DVD Below: