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Have a Coke and a Smile

November 15, 2010

In 1971, Coca-Cola spent $250,000 and released an innovative television commercial featuring a multicultural group of young men and women filmed among a hilltop outside of Rome, Italy (Wikipedia, 2010). The Coke TV commercial was simply titled “Hilltop” and features young adults singing a jingle of the pop song I’d Like to Teach the World to Sing (In Perfect Harmony), which was produced by Billy Davis pioneering the record industry’s first involvement within the advertising industry. It is no surprise that the jingle was quickly recorded and sold separately as a result of becoming widely popular through the commercial. This 1971 Coke commercial could easily be regarded as one of the most influential commercials in the history of television. The jingle plays on the human emotion through the line: “I’d like to buy the world a coke and keep it company.”

The concept for this Coke commercial is simple: to achieve global mass appeal through music, friendship, happiness and universal love. The genius behind this commercial is that absolutely no one is excluded. Coca-Cola unifies the world through the men and women in the commercial as they each hold a bottle of Coke in their right hand and sing about “[buying] the world a coke.”

Coca-Cola’s mission in “Hilltop” is to make sure the entire world does not hesitate in making the soft drink a part of every day life by bonding through the act of buying the world a coke. The commercial achieves its goal by suggesting the idea of spreading music, forming friendships, and drinking Coke simultaneously while showcasing an ethnically diverse chorus of young adults who sing “in perfect harmony,” throughout.

Although it is clearly impossible to “buy the world a coke,” one cannot help being drawn into the commercial, at some point, identifying with one the chorus

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From → Trivia

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