Most would agree this ranks among the most memorable TV ads ever made. Those alive in 1971 probably remember every word

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, characterized by social and political upheaval. By featuring people from diverse backgrounds standing together and singing on a hilltop, it 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 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, 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, initially generating mixed reviews. Some audiences praised its optimistic message while others criticized it as overly idealistic. However, the ad ultimately resonated deeply with viewers, generating thousands of letters of support within months of its airing. It was credited with revitalizing Coca-Cola’s brand image during a time of declining sales, demonstrating the powerful effect of emotionally resonant advertising.

Over the years, the “Hilltop” commercial has been revisited and parodied, solidifying its place in popular culture. Coca-Cola capitalized on its nostalgia, bringing back original cast members for a 1990 reunion and revisiting the theme in a 2012 campaign that utilized modern technology to spread its message globally. The continued relevance of the ad speaks to the universal longing for peace and community, themes that resonate across generations.

The song’s legacy has been significant as well. Following its release, it became an anthem for various movements advocating for peace and unity, exemplifying the power of music in bringing people together. The original recordings of the song have been covered by numerous artists over the decades, further embedding its melody in the cultural consciousness.

The influence of the “Hilltop” commercial extends beyond advertising; it has inspired countless creatives and marketers who seek to evoke strong emotional responses through their work. The ad serves as a benchmark for how brands can align themselves with positive social values while simultaneously promoting their products. Its impact continues to inspire discussions about the role of advertising in society, particularly in the context of social change and global unity.

The commercial’s visual imagery, combined with its catchy melody, remains etched in the memories of those who experienced it, creating a lasting connection to the Coca-Cola brand. It stands as a reminder of the potential for marketing to not only sell products but also to foster a sense of community and shared ideals among diverse audiences. As the world continues to navigate complexities, the message of the “Hilltop” commercial—of love, harmony, and togetherness—remains as relevant as ever.