Togetherness – feeling connected to your family and friends, a community and the planet is the first step to tear down the barriers between cultures.
Deep down inside, we are all social creatures who find our greatest fulfillment and happiness when we are connected in positive ways to the people that surrounds us. Perhaps this is our real goal: to feel good about our lives and share this feeling of happiness with others.
In the 21st century global community, lives all over the planet intertwine more than ever through communication technology and the travel democracy. If nowadays generation is taught that our interpersonal, cultural differences are a rich heritage, a tribute to the unique character of our species, they will enthusiastically embrace diversity.
In many ways, we could say that ‘Coca-Cola’ has always embraced this idea: make the world a little bit better by passing on happiness by building understanding of and appreciation for the differences in human beliefs and cultures. By fostering the sense that, in the most profound way, we are all one family, the human family.
No wonder that ‘Coca-Cola’’s ‘Hilltop’ spot was one of the most successful TVCs ever produced. Its huge success can not be explained simply because the images were appealing and the tune catchy, but because the message taps into a profound, human longing for community.
Here you can see the original Coca-Cola Hilltop commercial: I’d like to teach the world to sing.
*** HILLTOP – BEHIND THE SCENES***
* Hilltop” is the first historical ad ever to be restored in High Definition (HD). It can still be viewed by the public as it was donated to the Library of Congress in Washington DC in 2000.
* The international cast included actors from more than 20 countries.
* The opening scene was shot at a horse racetrack outside of Rome forcing unusual camera angles during the opening scene as the director tried to avoid having telephone wires in the background of the shots; the rest of the commercial was shot on the hilltop.
* Within 10 days of the U.S. release of “Hilltop,” The Coca-Cola Company received 10,000 letters from consumers thanking the Company for the message in the ad. Consumers also called television stations asking when the commercial was scheduled to air.
* The song “I’d Like to Buy the World a Coke” was written in less than 24 hours.
* The cast did not actualy sing “I’d Like to Buy the World a Coke,” but rather lip-synced to a New Seekers recording.
* “I’d Like to Teach the World to Sing” has been recorded and released more than 75 times since 1971. It’s most recent appearance on the top 40 charts was in a song performed by British tribute band No Way Sis’ in 1998. Four years earlier, Oasis used the song as inspiration for their hitsingle “Shakermaker”.
Source: The Coca-Cola Press Center