Most would say this is among the finest TV ads ever. Those around in 1971 likely recall every lyric
The Coca-Cola “Hilltop” commercial’s legacy lies in its message of unity and connection across cultural divides. Filmed during the height of the Vietnam War era, when societal unrest and calls for peace were widespread, the ad’s message of hope, embodied by the simple act of sharing a Coke, struck a chord. Its creators aimed to position the brand as a symbol of happiness and togetherness, capturing the spirit of an emerging global community. The commercial brought to life the concept of harmony in a way that resonated with viewers, transcending language and cultural differences.
The decision to film the commercial on a hilltop in Italy was primarily logistical, but the scenic backdrop of Rome provided the visual aesthetics that enhanced the universal message. The ad faced many obstacles: bad weather during the initial planned shoot on the Cliffs of Dover, and challenges in bringing together a multicultural cast reflective of a global community. The casting issues were solved by selecting Italian actors and models who could represent the diverse ethnic backgrounds intended for the ad, ensuring authenticity and relatability.
Musically, the song “I’d Like to Teach the World to Sing” became synonymous with the brand’s message of peace and global unity. Composed by British songwriters Roger Cook, Roger Greenaway, Bill Backer, and Billy Davis, the song was initially created as a jingle and then expanded into a full-length single due to its overwhelming popularity. Performed by The New Seekers for radio and The Hillside Singers for television, the song reached impressive chart positions in the UK, US, and other countries. It became a hit in its own right, celebrated for its optimistic tone and memorable melody.
The commercial was met with both praise and skepticism upon its release. Some critics viewed the ad as overly idealistic, disconnected from real-world issues, while others praised its message of harmony and togetherness. Despite these mixed reviews, the ad quickly became a beloved cultural touchstone, receiving an outpouring of support from viewers who resonated with its theme of peace and unity. It effectively blended advertising and entertainment, making it memorable and influential in shaping future marketing campaigns.
Over the years, the “Hilltop” ad has been celebrated and revisited, influencing pop culture in various ways. Its influence reached television shows, like “Mad Men,” which portrayed the ad’s creation and highlighted its significance in the advertising world. Coca-Cola itself has revisited the ad’s themes in later campaigns, including digital renditions and reunions with the original cast, demonstrating the ad’s enduring relevance and appeal. Its theme of unity and the simple joy of sharing a Coke continues to connect with audiences worldwide.
The song’s core message, advocating peace and love, was seen as a reflection of the social changes occurring at the time. With its memorable lines about teaching the world to sing in perfect harmony and keeping the world company, the lyrics communicated an idealistic vision of a connected, compassionate world. This vision of unity was perfectly in tune with the counterculture movements of the era, further boosting its impact and making the commercial an anthem for hope and togetherness.
The impact of the “Hilltop” commercial extended far beyond its initial success. It set a precedent for using music and emotion in advertising to convey brand values, paving the way for future commercials to adopt similar storytelling techniques. The use of a memorable song combined with compelling visuals helped cement the ad in the collective consciousness, and it is frequently cited as one of the greatest advertisements in history.
The “Hilltop” ad’s use of harmony, both musical and visual, played a key role in conveying its theme of unity. The song’s simple melody, paired with the harmonious image of people from diverse backgrounds singing together, created an emotional resonance that amplified the ad’s impact. This harmony was not just a musical element but also symbolized the unity and connection Coca-Cola aimed to promote. The choice to portray a multicultural group coming together underscored the brand’s message that Coke is a drink for everyone, a universal symbol of sharing and happiness.
In conclusion, the Coca-Cola “Hilltop” commercial represents a groundbreaking moment in advertising, intertwining music, culture, and brand identity to create an ad that has stood the test of time. The song “I’d Like to Teach the World to Sing” and the visuals of a multicultural cast singing together on a hilltop left an indelible mark on audiences, reinforcing Coca-Cola’s image as a unifying force. Its themes of harmony, unity, and hope have allowed the ad to remain a celebrated and iconic piece of advertising history, embodying the ideals of global togetherness and sharing.
