Discover the Secrets Behind Coca-Cola's Most Iconic Ad - 'Hilltop' from 1971!
For this week’s edition of BreakingtheAds, we're delving into a nostalgic journey as we explore the vintage charm of one of Coca-Cola's most renowned commercials.
The iconic Coca-Cola campaign ad, "I'd like to buy the world a coke," launched in 1971, is undeniably one of the most famous commercials ever. It revolutionised the company's advertising approach, shifting from product-focused ads to promoting the refreshing taste and sense of Coke. This campaign holds a significant place in the history of commercials.
The ad was created by the McCann Erickson advertising agency and first aired in 1971. During the early 1970s, Coca-Cola wanted to rejuvenate its brand and connect with the younger generation. McCann Erickson was tasked with creating a campaign that would resonate with people around the world, promoting unity, harmony, and the idea of sharing a Coke. The result was the "Hilltop" ad, which aimed to capture a message of peace, love, and unity.
The vintage ad features a diverse group of young people from different nationalities and cultures standing on a lush green hilltop in Italy. As they gather together, they sing a song called "I'd Like to Teach the World to Sing (In Perfect Harmony)" while holding bottles of Coca-Cola. The lyrics of the song were adapted to include references to Coke, emphasising the idea of sharing and togetherness.
A very fascinating aspect of this remarkable vintage ad campaign is the creation of its memorable song, composed within just 24 hours. The directors aimed to mirror the speed of the song's creation in filming the clip. The extensive cast, representing over 20 different countries, brings a sense of magnificence to the production.
The actors form a triangle, evident from the aerial shots captured while harmonising to the tune. Against the backdrop of peace and serenity, the campaign conveys a human-centric message that shows unity.
Coca-Cola is portrayed not merely as a refreshing beverage, but as a channel for connection among individuals who share the same love for the drink.
The "Hilltop" ad struck a chord with audiences worldwide and quickly became a cultural phenomenon. It resonated with the spirit of the time, promoting peace and unity during a period marked by social and political unrest. The ad's message of harmony and the imagery of diverse individuals coming together made it particularly impactful.
"I'd Like to Buy the World a Coke" went on to become one of Coca-Cola's most successful campaigns. It was later adapted into a full-length song and released as a single, which achieved considerable success on the music charts. The iconic ad is often regarded as a classic example of effective advertising and the power of a simple yet powerful message.
In popular culture, the "Hilltop" ad has been referenced and parodied in various forms, including in films, TV shows, and other commercials. It has left a lasting imprint on advertising history and is still recognized and celebrated today as an iconic piece of marketing.
Overall, the vintage "Coca-Cola, 1971 - 'Hilltop' | "I'd like to buy the world a Coke" ad is remembered for its uplifting message, memorable song, and its ability to connect with people from diverse backgrounds and cultures. Although at that time feedback and costumer’s reaction were difficult to communicate, Coca-cola company received tons of letters and people loved everything about it.