Talk about taking the lemons life gives you and making lemonade! Coke converts a traffic jam into a drive-in movie! Brilliant.
Sure, it is marketing, but it is also something that got me (and likely many more people) thinking. Why should problems like traffic jams be treated as something that has to be suffered through? It would be best not to have them, but if you are are going to have problems like traffic, why not think of ways to make the situation pleasant?