Coke living in blissed-out alternate universe

This new Coca-Cola spot by Wieden + Kennedy makes me cringe, but in a good way, like a horror movie. In fact, it's fairly subversive. A guy and gal in a school library "share" fluids, literally, via pen drawings on their arms. It's not sexual; it's more like a blood transfusion or trippy IV drug-use fantasy. (The fluid they share is Coke, of course.) Below is the latest "Happiness Factory" ad, as well as the new "Avatar" spot. They're both pretty wigged out, too. Frankly, I never liked Coke's advertising—until now! What's that new slogan? "Open a vein"? Oh, sorry, it's "Open happiness." These vignettes look like scenes from the "high life" to me, but that slogan's already taken.

—Posted by David Gianatasio