For us spoilt westerners, waiting at a bus stop in the cold remains one of the most harrowing and brutal experiences imaginable.
The temperature, the impatience, the frankly feral nature of our fellow humans and the overwhelming smell of beer and urine... it doesn't get much worse.
Well, at 10 lucky bus stops around the country, things are about to change. The rather beautiful people at McCain have launched 3D ads that smell like baked potatoes. Yes, you just read what you think you read.
To promote their new baked potato that goes in the microwave, they worked with "a specialist scent lab" for three months to create the unmistakable smell. When consumers press a button, a hidden heating element warms the 3D potato and the entire bus shelter is given a treat. The ad will also dispense money off vouchers.
If you're as disgustingly hungry as we are then you can check out the shelters at the locations below:
Renfrew Street -
West George Street
New Oxford Street
Tottenham court road
(Image: JC Decaux)