Most agree this stands as one of the best commercials ever made. Those alive in 1971 probably know all the lyrics

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, receiving mixed reviews initially. Some critics praised its aspirational message, while others viewed it as overly idealistic. However, the commercial proved to be a massive success, generating thousands of letters of support and significantly boosting Coca-Cola’s sales during a time when the brand faced challenges in the marketplace. This response underscored the commercial’s ability to connect with the public on an emotional level, making it a cultural touchstone.

The legacy of the “Hilltop” commercial continues to influence modern advertising and marketing strategies. Its innovative approach to storytelling and brand messaging set a precedent for future campaigns, emphasizing emotional connections and shared values. Coca-Cola revisited this classic ad in various ways, including a 1990 reunion campaign featuring some of the original cast members and a 2012 campaign that modernized the message for a digital audience.

Moreover, the commercial’s cultural significance extends beyond its original airing. It has been referenced and parodied in various forms of media, demonstrating its lasting impact on pop culture. Shows like “Mad Men” have depicted the creation of the ad, further embedding it in the collective memory of audiences.

The song’s enduring popularity has led to numerous covers and adaptations, highlighting its universal appeal. The New Seekers’ rendition became a classic, further solidifying the song’s place in music history. The message of the song continues to resonate, making it a timeless anthem for unity and harmony in a world that often seems divided.

In essence, the “Hilltop” commercial is more than just an advertisement; it is a cultural phenomenon that reflects the values of its time and continues to inspire discussions about peace, connection, and the power of music. Its legacy is a testament to the effectiveness of blending advertising with heartfelt messages that transcend commercial interests and speak to the human experience. The combination of visuals, music, and the Coca-Cola brand created an indelible mark on advertising history, illustrating how a simple idea can become a powerful symbol of hope and unity.