It’s not just perfumeries. Brands have a history of using certain smells to promote their products—Abercrombie & Fitch infuses its stores with heavy musk cologne, while Johnson & Johnson has run baby powder-scented print ads. Yet few marketers have tapped into new car smell—until now.

Over the weekend, Liberty Mutual ran a print ad in the Chicago Sun-Times that encouraged consumers to lift a tab and breathe in that fresh car smell. “If you’re thinking about a new car, think about Liberty Mutual,” reads the yellow ad, created with Goodby, Silverstein & Partners.

The insurer is hoping that car shoppers will sniff new vehicles and remember the Liberty Mutual ads they saw—and smelled—and buy their insurance from the brand.