Judging by their recent campaigns, Coca-Cola is on a quest for the cheeriest form of world domination.
They've created the world's first sharing can, made bottles out of ice and even had a stab at international conflict resolution. For their next stunt, they've gone back to basics: smiling at people in the street.
Now, if that sounds a little more lacklustre than the brand's previous efforts, that's because it is. But 'Smile Back' is also the company's entire brand message condensed into a tight two minutes.
The concept is simple: enlist a platoon of red-garbed, grin-ready men and women and send them off to spread smiles to the people. If the general public smile back, they get a free soft drink. Or some sunglasses. Or, in one particularly cute case, a little girl gets a bike.
While Coca-Cola and agency Victors and Spoils are incredibly canny with their use of music and editing, there are points where the social reality of the stunt threatens to overcome its cutesy concept. You can't look at someone blindly smiling at a stranger without feeling a bit uncomfortable.
Or maybe you can. In a world where any strange person speaking to you is assumed to be a) selling you something or b) insane, perhaps the ad does have something to say.
Whether or not 'Smile Back' makes the world a better place, it's already striking the same note as those previous ads, with nearly 12,000 shares since its release on Wednesday. Even if this spot lacks a killer concept, Coca-Cola are undeniably masters of shareable content.