Microsoft is behind a new advertising campaign which portrays Bungie's upcoming space shooter Destiny as a perfume.
Head to DestinyFragrance.com and you'll be greeted by an advert for "the new fragrance by Xbox".
But click through to the next page and the truth is revealed.
"Okay, so here's the lowdown. Destiny is actually an epic new first-person shooter, available on Xbox," the site's text reads. "Thing is, we didn't have permission to run adverts for the game.
"So we didn't. Thanks for smelling that something was up. Now get the game and become a legend."
A further page points to various Xbox One and Destiny bundles available at third-party retailers, including GAME, Tesco and Amazon.co.uk.
Sony has entered into a close relationship with publisher Activision for the game, which has seen Destiny heavily featured alongside PlayStation 4 in marketing. The game's PlayStation versions will also get a selection of timed-exclusive content.
A Microsoft UK spokesperson confirmed to Eurogamer that the Destiny Fragrance site was indeed "legitimate".