We never thought this day would come but it has finally arrived.

In what might be one of the greatest ever inventions, and a very clever bit of marketing, the genius people over at Domino's have created a DVD that smells like pizza when it's heated up in a DVD player.

Not only that, the disc even changes to look like a pizza, which is kind of like a Hypercolour t-shirt only much, much better, and displays the message: “Did you enjoy the movie? The next one will be even better with a hot and delicious Domino’s Pizza.”

In sponsored_longform with video rental stores, the pizza delivery brand worked with ad agency Artplan, who stamped various titles with thermal ink and flavored varnish that were sensitive to heat.

Sadly, it's only available in Brazil for the moment but that doesn't mean we can't enjoy a meat feast.