Many see this as one of the all-time greatest TV commercials. Those who were around in 1971 likely know the lyrics by heart

The Coca-Cola “Hilltop” commercial’s enduring impact is rooted in its simple yet powerful message of unity and global harmony, expressed through the idea of sharing a Coke. The ad captured a moment in time during the 1970s, a period characterized by social and political upheaval. By featuring people from diverse backgrounds standing together and singing on a hilltop, the ad became a visual metaphor for world peace and connection. Bill Backer, who conceptualized the ad, sought to leverage Coca-Cola as a symbol of joy and togetherness, transcending cultural differences and emphasizing a shared human experience.

The production of the commercial faced numerous challenges. Originally planned to be shot on the Cliffs of Dover, bad weather forced the crew to relocate to a hilltop outside Rome. Casting also presented difficulties, as the commercial required a multicultural group to represent various ethnicities authentically. Eventually, Italian actors and models were selected to reflect the desired diversity, and the shoot involved over 60 people. The scene of participants holding Coca-Cola bottles formed a heart-shaped pattern, captured serendipitously when the camera panned from above.

The song, “I’d Like to Teach the World to Sing,” initially emerged as a radio jingle before being expanded into a full song due to its immense popularity. Songwriters Roger Cook, Roger Greenaway, Bill Backer, and Billy Davis crafted the melody and lyrics, which were designed to communicate a message of peace and unity, resonating with listeners worldwide. The jingle’s success led to its transformation into a commercial, with The New Seekers recording the radio version, and The Hillside Singers appearing in the TV ad. Both versions achieved significant chart success, with the song’s lyrics invoking imagery of a harmonious world where differences were set aside.

The ad’s reception was multifaceted, garnering praise for its idealistic message while also facing criticism for being overly simplistic. Despite the mixed reviews, the commercial proved to be a massive success, helping Coca-Cola recover from declining sales during the period. The positive reception also demonstrated the potential for advertising to influence public sentiment and cultural norms, pushing brands to adopt messages of inclusivity and positivity.

In the years following its release, the “Hilltop” commercial inspired numerous parodies and tributes, becoming a cultural touchstone referenced in various forms of media. Coca-Cola revisited the concept in subsequent campaigns, reaffirming the brand’s commitment to promoting unity and togetherness. The ad’s legacy was celebrated during its 20th anniversary with a reunion of the original cast, reinforcing the message that remains relevant even decades later.

The commercial and its song have continued to resonate with audiences, often associated with moments of nostalgia and shared human experiences. Its influence can be seen in modern marketing campaigns that emphasize emotional connections and global citizenship. In today’s world, where division often dominates headlines, the message of the “Hilltop” ad serves as a poignant reminder of the potential for harmony and unity through simple acts of sharing.

Billy Davis, one of the song’s co-writers and the lead singer for The New Seekers, has had a successful career in music. He became known for his soulful voice and ability to convey deep emotion through song. The New Seekers, formed in the late 1960s, found early success with their folk-pop sound, and their recording of “I’d Like to Teach the World to Sing” solidified their place in music history. Their contribution to the Coca-Cola campaign helped bridge the gap between advertising and popular music, paving the way for future collaborations in commercial music.

The “Hilltop” commercial remains a significant case study in advertising and marketing, demonstrating how brands can successfully create emotional connections with consumers. By integrating a universal message of hope and belonging, Coca-Cola not only revitalized its image but also set a standard for future advertising endeavors. As brands continue to navigate a complex global landscape, the legacy of the “Hilltop” ad stands as a testament to the enduring power of music, unity, and shared experiences in bringing people together.