Something as hokey and cheesy like the Pink Glove Dance [http://www.youtube.com/watch?v=OEdVfyt-mLw], succeeds in expressing brand/corporate values without even trying.

Audiences are highly sophisticated when it comes to viral marketing and can smell a fake a mile away. I doubt Coke brand managers get this.

The obviousness test was applied to my very own biased snobbish marketeer self.

i’m all for happiness, surprise and generosity so i should be the first one to give it kudos but for some irrational reasons, i can’t

In terms of obviousness. I know what you mean, but on whom is it burdening this feeling of obviousness? Marketers, maybe. But (assuming this stunt was real) the people given the magic vending machine certainly won’t have found it obvious. And catching them in their own physical environment – opposed to Ikea having pixels at their disposal – creates a very different kind of surprise.

This idea of happiness striking also has serious legs. Or perhaps, happy legs.
That they chose to open proceedings with a traditional, iconic gateway to the Coke product – the vending machine – and make the ‘happiness’ understandable and simple is probably a good thing.

However cynical our industry is, I’ll bet most people that see this have a big smile on their face. I must admit, I did.