The Ladder to Refreshment

Coca-Cola delivers its refreshing message simply and poignantly with its latest outdoor campaign. It beckons you to climb that ladder to take a sip.  But, wait ... the bottle is empty. It looks like someone beat you to the punch!

While I loved the above billboard, I didn't find the other three to be nearly as clever. Unlike the ladder execution, in which communication was instantaneous, it took me a bit longer to absorb the intent of the following ads.