@cocacola

Coca-Cola · checked 9h ago

Public949.3 MB138 posts & reels2,646 changes

2124 of 2,372

1280×720 · 12.2 MB video + audio

video

Agency: McCann Erickson July 1971. The Vietnam War is ongoing. Woodstock is two years in the rearview. The world is looking for a reason to believe in something. What happens? Several hundred young people from around the world stand on a hill in Italy. They hold Coke bottles and sing. "I'd like to buy the world a home and furnish it with love." Then: "I'd like to buy the world a Coke, and keep it company." That's it. No drama. No conflict. No product demo. Just people, a hilltop, and a feeling. How did it keep us WiredIN? Creative director Bill Backer at McCann Erickson conceived the idea after being stranded at Shannon Airport, watching strangers bond over Coca-Cola during a fog delay. He wrote it as what he saw: a product that made a small shared moment possible. Director Harvey Gabor filmed it in Italy. The Coca-Cola Company received more than 100,000 letters after it aired. Radio stations were called to request the song. The New Seekers' pop version charted Top 10. It sold more sheet music than any song of the previous decade. The product never changed. The ad just told the truth about what a moment of connection costs. What you can learn from this? The most powerful thing a brand can sell is not the product. It's what the product makes possible between people. Find that, and the product sells itself. Follow @wiredin.ads for ads that keep you WiredIN. #CocaCola #Hilltop #McCannErickson #1971 #AdvertisingHistory

Taken: 4 Sep 2026, 08:51:50
Likes: 1
Comments: 0
Plays: 40
Duration: 59.6s
On Instagram: instagram.com/…_3sDOadU
Shortcode: Dc2_3sDOadU
pk: 3978648224628582228
Posted by: @wiredin.ads
Tags: @cocacola