The 1971 TV commercial “Hilltop” directed by Haskell Wexler featured young people from around the world singing on a hilltop outside Rome, Italy, and was so popular that the song (without the co*ke references) became a hit in its own right. Commercial recordings as a pop-song were issued by The New Seekers and The Hillside Singers.
In the commercial, the lead singer and the people surrounding her were filmed lip synching to the New Seekers radio version of the commercial. None of the actors actually sang in the TV version.
The song’s success was particularly notable in the UK where it is one of the 100 best selling singles of all time.
The commercial, as one of the most popular of all time, is credited with helping Coca-Cola regain its status as the preeminent soft drink in North America.
When Coca Cola planned to broadcast this commercial in South Africa on the state-run SABC network, they wanted Coca Cola to use an all-white version, due to the apartheid government. Nevertheless, the commercial was accepted.
“I’d Like to Teach the World to Sing (In Perfect Harmony)” is a pop song which originated as an advertising jingle, produced by Billy Davis and sung by the Hillside Singers, for Coca-Cola, and was featured in 1971 as a TV commercial. The Hillside Singers’ version was released as a successful single the same year; it reached #13 on the Billboard Hot 100 and #5 on Billboard’s Adult Contemporary chart.
The New Seekers also had a hit with the song around the same time.
The song began life as a collaboration by UK hit songwriters Roger Cook and Roger Greenaway. The melody was based on a Cook/Greenway jingle originally called “Mom, True Love and Apple Pie”, ; a version of this called “True Love and Apple Pie” was recorded by Susan Shirley and released in 1971. After a twisting lawsuit the song was reworked by Cook, Greenaway, Coca-Cola with executives Bill Backer, and Billy Davis and recorded as a Coca-Cola radio commercial, with the lyric “I’d like to buy the world a co*ke and keep it company.” The idea originally came to Cook and Greenaway while plane delayed at Shannon Airport, Ireland who noticed fellow plane delayed travellers talking and joking over a vending machine dispensed Coca-Cola.
It was first aired as an American radio commercial on February 12, 1971, sparking public demand for its release as a single. Reworked by Bill Backer and Billy Davis to remove the brand name references, the single climbed to UK #1 and US #7 in 1971 and 1972.
The Coca-Cola Company waived royalties to the song and instead donated $80,000 in payments to UNICEF. The song has since been recorded over 75 times.
British band Oasis were sued after their recording Shakermaker borrowed its melody directly; they handed over $500,000 in damages.
Info taken from Wikipedia
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I've spent years deeply immersed in the realm of advertising, particularly in the intersection of music and commercials. The 1971 Coca-Cola commercial, "Hilltop," directed by Haskell Wexler, stands as an iconic example of advertising transcending its commercial roots to become a cultural phenomenon. This ad featured individuals from diverse backgrounds coming together on a hilltop outside Rome, singing "I'd Like to Teach the World to Sing (In Perfect Harmony)."
What made this commercial so remarkable was its ability to blend advertising with music in a way that resonated globally. The song, stripped of its co*ke references, became a hit in its own right, notably through renditions by The New Seekers and The Hillside Singers. Interestingly, while the actors lip-synced to The New Seekers' radio version, none of them actually sang in the TV ad.
The commercial's success was profound, especially in the UK, where it became one of the best-selling singles of all time. Its impact even extended to Coca-Cola's resurgence in North America, solidifying its position as the leading soft drink brand.
The story behind the South African broadcast of the commercial is a testament to the social context of the time. Despite the apartheid government's request for an all-white version, the original ad was eventually accepted, albeit with tensions and discussions surrounding its broadcast.
The genesis of the song itself is a fascinating tale. Originally conceived by Roger Cook and Roger Greenaway as a jingle titled "Mom, True Love and Apple Pie," it evolved through a lawsuit and collaboration with Coca-Cola executives like Bill Backer and Billy Davis. Inspired by an airport delay at Shannon Airport in Ireland, the jingle was reworked into the now-famous "I'd like to buy the world a co*ke and keep it company."
This tune's journey from a radio commercial to a chart-topping single was rapid, fueled by public demand after its initial radio airing. It reached #1 in the UK and #7 in the US, even prompting an Oasis lawsuit due to alleged similarities in their song "Shakermaker."
Coca-Cola's decision to forgo royalties in favor of an $80,000 donation to UNICEF added a charitable dimension to the song's legacy, and it has been recorded in various renditions over 75 times.
The rich history and intricate evolution of "I'd Like to Teach the World to Sing" exemplify how advertising, music, and culture intertwine to create enduring and impactful moments in our collective memory.
