The Coca-Cola Hilltop commercial is a legendary advertisement that debuted in the summer of 1971.
The commercial features a group of young people from all over the world standing on a hilltop singing “I’d Like to Teach the World to Sing (In Perfect Harmony)” while holding bottles of Coca-Cola.
The commercial was an instant hit and quickly became one of Coca-Cola’s most famous and beloved ads.
The “Hilltop” commercial was created by McCann Erickson, an advertising agency that had been working with Coca-Cola since the 1940s.
The idea for the commercial came from Bill Backer, a creative director at McCann Erickson, who was inspired by a flight delay that forced him to spend a night in an airport with other stranded passengers.
Backer noticed that people from all over the world were able to come together and bond over their shared love of Coca-Cola, and he wanted to capture that feeling in a commercial.
Background
Coca-Cola’s Marketing Strategy
Coca-Cola has always been a leader in marketing and advertising. In the early 1970s, the company was looking for a way to promote its brand and increase sales. The marketing team came up with the idea of creating a commercial that would appeal to a global audience. The goal was to create a message of unity and happiness that would resonate with people all over the world.
The Creative Team Behind the Commercial
The creative team behind the “Hilltop” commercial was led by Bill Backer, who worked for McCann Erickson, the advertising agency that handled Coca-Cola’s account. Backer was inspired to create the commercial while waiting for a flight in Ireland.
The airport was fogged in, and Backer noticed that people from all over the world were gathered in the airport bar, drinking Coca-Cola and sharing stories.
This experience led to the creation of the iconic jingle, “I’d Like to Buy the World a Coke.” The commercial was directed by Harvey Gabor and produced by Billy Davis.
The song was written by Backer, along with Billy Davis, Roger Cook, and Roger Greenaway. The jingle was performed by a group of young people from around the world, who were brought together to sing the song on a hilltop in Italy.
Overall, the “Hilltop” commercial was a huge success for Coca-Cola, helping to increase sales and solidify the company’s position as a global brand.
Today, the commercial is remembered as one of the most iconic advertisements of all time, and the jingle continues to be recognized and loved by people all over the world.
Production
The ‘Hilltop’ commercial, which includes the iconic jingle ‘I’d Like to Buy the World a Coke’, premiered in 1971.
The ad was produced by the McCann Erickson advertising agency for Coca-Cola, with Bill Backer as the creative director.
The commercial was filmed in Italy, on a hilltop near Rome, and featured a diverse group of young people from all over the world singing the famous jingle.
The Filming Process
The filming of the ‘Hilltop’ commercial was not without its challenges. When the production team arrived in Italy, they were faced with bad weather and a tight budget.
They had to make do with what they had and often had to shoot scenes multiple times to get the right shot.
One of the most memorable scenes in the commercial is the final shot, where the young people hold up Coca-Cola bottles in the shape of a heart.
This shot was actually a happy accident – the bottles were arranged in a circle, but when the camera was positioned above them, the shape of a heart became visible.
The Music and Lyrics
The famous jingle ‘I’d Like to Buy the World a Coke’ was written by Bill Backer, Billy Davis, Roger Cook, and Roger Greenaway.
The song was originally written as a jingle for a radio commercial, but it was so popular that it was eventually turned into a full-length song.
The lyrics of the song are a message of hope and unity, with lines like “I’d like to teach the world to sing in perfect harmony” and “I’d like to buy the world a Coke and keep it company”.
The song was a huge success and became one of the most popular songs of the year.
Impact
The “Hilltop” commercial had a significant impact on both Coca-Cola and popular culture.
It was a pioneering ad that challenged traditional advertising norms and helped to reshape the industry as a whole.
Initial Reception
When the commercial first aired, it was met with mixed reviews. Some praised its message of unity and harmony, while others criticized it as being too idealistic and disconnected from reality.
However, despite the initial backlash, the ad proved to be a massive success.
According to The Coca-Cola Company, the commercial generated more than 10,000 letters of support within a few months of its release.
It also helped to boost sales of Coca-Cola, which had been in decline at the time.
Long-Term Cultural Significance
The impact of the “Hilltop” commercial extended far beyond its initial reception. It has since become a cultural touchstone, referenced and parodied in countless movies, TV shows, and other forms of media.
Furthermore, the commercial’s message of unity and harmony has continued to resonate with audiences around the world. In 2015, Coca-Cola revisited the ad with a new campaign called “Taste the Feeling,” which featured a modernized version of the song “I’d Like to Buy the World a Coke.”
The “Hilltop” commercial’s legacy as a groundbreaking and influential ad is undeniable. It helped to redefine the role of advertising in society and continues to inspire new generations of marketers and creatives.
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