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In 1971, Bill Backer, a creative director at McCann Erickson, came up with the iconic “Hilltop” Coca-Cola commercial. He came up with the idea after observing people of different ethnic backgrounds at an Irish airport enjoying bottles of Coke together.
He based the ad on the popular radio jingle with the message, “I’d like to teach the world to sing in perfect harmony.” Backer changed the phrase to “I’d like to buy the world a Coke.”
Living through the tumultuous times of the cultural revolution, Backer and his team recognized Coca-Cola as a potential unifier in a world in chaos.
Backer, with his art director Harvey Gabor, transformed the idea into a groundbreaking television commercial.
The ambitious project, initially budgeted at $100,000 (double the price of an average commercial). It would go on to be more than 2X over budget at $250,000 in the end.
They originally wanted to film the “Hilltop” commercial on the Cliffs of Dover in England but had to relocate because of bad weather.
So in 1971, they went on a global tour for the perfect spot to film. They ended up in a perfect location over the picturesque hilltop outside Rome, Italy. It gave them breathtaking panoramic views of the landscape and city.
This would be the spot where they would feature a multicultural group of people singing about Coca-Cola and coming together.
In the Hilltop ad, they wanted to show global unity by using a diverse cast of nations, ethnic groups, and cultures.
With this in mind, the team had a hell of a time getting a group like this to Italy. They didn’t foresee all the logistical issues, language barriers, and visa complications.
To overcome this, the team sought out local Italian actors and models that looked like the ethnicities with the cultural backgrounds they were trying to portray. This resolved their casting difficulties and got the point across for the commercial.
The final result featured over 60 people on an Italian hilltop singing about Coca-Cola and how it can unify the world.
The team also faced numerous challenges during filming on an Italian hilltop. Weather being a big issue. With constant rain and clouds, blocking out a picturesque sunny day they were looking for.
Rain-soaked conditions turned the shoot into a logistical nightmare. The rain caused minor injuries among cast members because it made the terrain slippery.
The Hilltop commercial wouldn’t have been successful without “I’d Like to Teach the World to Sing (in Perfect Harmony).” The song was produced by British songwriters Roger Cook, Roger Greenaway, Bill Backer, and Billy Davis.
The New Seekers—a popular British vocal group—brought the song to life.
After the success of the Hilltop ad, the song was later released as a single, becoming a global hit and reaching the top 10 in many countries. The UK and US being where it was played on the radio the most.
In 1990, Coca-Cola put together the “Hilltop Reunion” campaign to commemorate the 20th anniversary of their iconic “Hilltop” commercial.
They brought back some of the original cast members to the same Italian hilltop, looking to recapture the magic.
It was also a great way to bridge the gap with generations. Making the older people a little nostalgic and introducing the young Gen Xers to the unifying message.
The 1971 Coca-Cola Hilltop commercial left a memorable mark on advertising history, and has inspired many new marketing campaigns and paradies in the decades after.
Wikipedia - Coca-Cola
Britannica - The Coca-Cola Company
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