I really like this poster. The shadow of the hand and cigarette appears to be a hand holding a gun. It would look even better with smoke coming out of the cigarette, making it look like the gun was just fired.
This is cool, the escalator has been turned to look like an iPhone screen with a whole range of apps. This is advertising apples endless apps. It would be hard to miss this whilst you are travelling up the escalator.
The idea being this Coca Cola Light advert is that the new Coke is so 'light' it infact floats instead of falling downwards when being poured. Obviously it is just a play on the words but i think its effective and bring light humor to the advert.