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PICK OF THE WEEK: Coke "Happiness Factory"

By Published on .

Coke 'Happiness Factory'
Coke 'Happiness Factory'
Part of me wants to dislike this spot. I want to dislike it for perpetuating Coke's classic approach—of making the stuff out to be the elixir, of, well, happiness, and light and joy and peace and hence occupying a plane of existence that prevents most people from identifying with the brand. But this spot, especially after repeat viewings, is just so downright charming and visually compelling, and has so many likeable little touches that simultaneously serve and subvert the Happiness message, that my anti-Coke resistance was vaporized like so many snowmen, sent to their doom in the service of chilling the iconic bottle on its way to an about-to-be-happier consumer. From the attack-kissy mouths to the tooth popping from the mouth of the little guy on the bottle cap to the marching band, it's just a gorgeous feast for the eyes and a spoonful of not too sweet sugar to make the Coke message go down. The perfect feel good holiday weekend spot.

BONUS PICK: Coke "Rivals"

Coke 'Rivals'
Coke 'Rivals'
And speaking of bittersweet. Sheesh. I've never been made to feel such profound melancholy by an animated flyswatter before. Knowing that tomorrow the swatter and the fly, the cactus and the balloon, the tree and the woodsman and the chicken and the knife's edge will go back to their usual places in the universe and annihilation will surely be the result for half of them, and knowing that football probably brings out some human ugliness among rivals along with the temporary brotherhood, just adds layers of meaning and bittersweet and enjoyment to this humorous little number.
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