Why Coca-Cola Hired This Man to Laugh Really, Really Hard on a Crowded Subway Train

Soda brand's latest stunt from Belgium

It's usually not a good sign when someone starts laughing maniacally on the subway. But riders in Belgium seem to take it pretty well in this new Coca-Cola ad.

The agency, Gonzales in Brussels—working off the insight that "happiness starts with a smile"—wanted to make people laugh in an environment where they rarely do. So, they hired a guy to get things started. See how it went below.