#14 | Lockheed Martin – Vector – Odor of the Cosmos

What does space smell like? Lockheed Martin bottles the odor of the cosmos for April Fools’ Day and names it Vector. The company describes the smell as “featuring a deep metallic base” with a clean, sterile feel “balanced by a subtle yet seductive fiery undertone that burns off like vapor in the atmosphere.” 

Lockheed Martin is actually offering up a limited run of Vector, which is designed to match a real astronaut’s description of the smell of space.



Entertainment Value 73%
Quality of Execution 80%
Opportunistic Absurdity 77%
Brand Relevance 73%
Cultural Impact Potential 70%

Ranking Criteria

Entertainment Value – How universally funny, original and clever is the underlying concept? To what extent does it make you laugh, ponder, and make you want to share it with others?

Quality of Execution – How well is the underlying concept presented, what is the level of execution, attention to detail and overall campaign quality?

Opportunistic Absurdity – To what extent does the underlying concept actually capture the seed of a new business idea or potential market offering?

Brand Relevance – To what extent is the underlying concept consistent with, and can help propel the brand essence and market positioning of the company behind it?

Cultural Impact – To what extent can the underlying concept serve to unify and align the staff of the company behind it around optimal strategy and culture?

Each year, Stand-Up Strategist selects, ranks, and celebrates the best corporate April Fools campaigns worldwide – based on their potential to impact corporate strategy and culture.

Stand-Up Strategist can help your business harness humor and creativity as the engine for strong growth, internal alignment and expanded relevance.