I saw that ad too. In my car, I have one of those Sharper Image car cleaners (the small model of that big $400 one) and it has kept my new car smell, even with me smoking in it, since I got it in February. Even my mom, who can smell smoke from three counties over, asked me if I stopped smoking.
The household ones are really good too. Expensive, but worth it, especially if you have allergies.
But I haven't heard anything about the spray. Sorry... I got off on a tangent!! Bad me! Bad me!