1954. European cinema contractors launch the Festival to celebrate great cinema advertising. The first Cannes Grand Prix goes to a spot called “Il Circo” from Italy’s Ferry Mayer for Chlorodont toothpaste.
1992. The Press and Poster category introduced. McCann-Erickson Milan is awarded first Grand Prix in the category for its Levi’s campaign.
Advertising Agency: McCann-Erickson Italia
Creative Director: Milka Pogliani
Copywriter: Alessandro Canale
Art Director: Stefano Colombo
Photographer: Graham Ford
Good Luck Italy.
In 1969, The Coca-Cola Company and its advertising agency, McCann-Erickson, ended their popular “Things Go Better With Coke” campaign, replacing it with a campaign that centered on the slogan “It’s the Real Thing.” Beginning with a hit song, the new campaign featured what proved to be one of the most popular ads ever created.
The story behind the song
The song “I’d Like to Buy The World a Coke” had its origins on January 18, 1971, in a fog. Bill Backer, the creative director on the Coca-Cola account for McCann-Erickson, was traveling to London to join two other songwriters, Billy Davis and Roger Cook, to write and arrange several radio commercials for The Coca-Cola Company that would be recorded by the popular singing group the New Seekers. As the plane approached Great Britain, heavy fog at London’s Heathrow Airport forced it to land instead at Shannon Airport, Ireland. The irate passengers were obliged to share rooms at the one hotel available in Shannon or to sleep at the airport. Tensions and tempers ran high.
The next morning, as the passengers gathered in the airport coffee shop awaiting clearance to fly, Backer noticed that several who had been among the most irate were now laughing and sharing stories over bottles of Coke. As Backer himself recalled in his book The Care and Feeding of Ideas:
In that moment . . . began to see a bottle of Coca-Cola as more than a drink. . . . began to see the familiar words, “Let’s have a Coke,” as . . . actually a subtle way of saying, “Let’s keep each other company for a little while.” And knew they were being said all over the world as sat there in Ireland. So that was the basic idea: to see Coke not as it was originally designed to be—a liquid refresher—but as a tiny bit of commonality between all peoples, a universally liked formula that would help to keep them company for a few minutes.
Backer’s flight never did reach London. Heathrow Airport was still fogged in, so the passengers were redirected to Liverpool and bussed to London, arriving around midnight. At his hotel, Backer immediately met with Billy Davis and Roger Cook, finding that they had completed one song and were working on a second as they prepared to meet the New Seekers’ musical arranger the next day. Backer told them he thought they should work through the night on an idea he had had: “I could see and hear a song that treated the whole world as if it were a person—a person the singer would like to help and get to know. I’m not sure how the lyric should start, but I know the last line.” With that he pulled out the paper napkin on which he had scribbled the line, “I’d like to buy the world a Coke and keep it company.”
The three members of the writing team that night each brought a different perspective to their task. Billy Davis, of McCann-Erickson, had toured as a member of the singing group the Four Tops and had written several songs for the powerful and popular Motown music production organization. Roger Cook, a native of Bristol, England, had teamed with Roger Greenaway to write several 1960s pop standards including “You’ve Got Your Troubles” and “Long Cool Woman (In a Black Dress).” Bill Backer was from Charleston, South Carolina, and had written the jingle “Things Go Better with Coke” as well as the jingle for “The Real Thing” campaign.
Appropriately, then, each contributed something different to the song they wrote together that night. Davis provided the core idea for the opening line, that everyone needs a home. Backer gave it the same pattern as the line he’d written, so that it became “I’d like to build the world a home.” And perhaps because this was, after all, the late 1960s, the three decided that the home should be furnished “with love.” Cook might have drawn on British folksong imagery when he contributed the line “Grow apple trees and honey bees, and snow white turtle doves,” which Backer and Davis at first thought too grand but eventually accepted for its poetic quality. Next, Backer penned a variation of the opening line: “I’d like to teach the world to sing in perfect harmony.” Coming full circle, the last line expressed the song’s original idea: “I’d like to buy the world a Coke and keep it company.”
The melody was based on a Roger Cook-Roger Greenaway song that Cook and Davis reworked to incorporate the melody used for the campaign slogan “It’s the Real Thing.” This allowed them to weave the updated slogan “It’s the real thing, Coke is what the world wants today” into the new song’s harmonizing voice parts. This was the result:
I’d like to buy the world a home and furnish it with love,
Grow apple trees and honey bees, and snow white turtle doves.
I’d like to teach the world to sing in perfect harmony,
I’d like to buy the world a Coke and keep it company.
It’s the real thing, Coke is what the world wants today.
The next day, Backer, Cook, and Davis presented the lyrics and melody they had created during their all-night brainstorming session to David Mackay, the arranger for the New Seekers, with instructions to make his arrangement warm and appealing but not too cute. It was immediately decided that the ad should begin with New Seekers vocalist Eve Graham in order to have a woman initiate the message. And after trying out several versions in which the New Seekers attempted to sing the song as a typical advertising jingle, Backer and Davis convinced them to relax and use their own folk/pop style instead. Several weeks later, on February 12, 1971, “I’d Like to Buy the World a Coke” was shipped to radio stations throughout the United States.
It promptly flopped. The Coca-Cola bottlers hated the ad and most refused to buy airtime for it. The few times the ad was played, the public paid no attention. Bill Backer’s idea that Coke connected people appeared to be dead.
Backer persuaded McCann to convince Coca-Cola executives that the ad was still viable but needed a visual dimension. His approach succeeded: the company eventually approved more than $250,000 for filming, at the time one of the largest budgets ever devoted to a television commercial. Backer then spent weeks canvassing the McCann creative staff for ideas, until Harvey Gabor, a young art director, proposed that the song be treated for television as a “First United Chorus of the World.” He envisioned a group of young people from all nations, in clothing representing their nationalities, singing the song on a green hillside. Gabor’s idea prevailed, and McCann prepared to shoot the commercial.
Producing the ad, however, proved to be one of the most challenging projects in the agency’s history. What kept the project alive was belief in the strength of the ad’s basic message, that Coca-Cola is a bond connecting people to one another.
Because London had been the song’s starting point, the ad’s creators decided that the “green hill” of its setting should be the storied cliffs of Dover on England’s southern coast. By March, 1971, a McCann production crew including Billy Davis, Harvey Gabor, and agency producer Phil Messina traveled with photographer/director Haskell Wexler to England to begin work. The chorus, they decided, would consist of several thousand British school children and would feature sixty-five principals who would be seen at close range. The children were cast and rehearsed “lip synching” moving their lips silently as though they were singing—to the New Seekers rendition of the song. Filming was set to begin on April 8, but three days of continuous rain, with more forecast, forced postponements. The McCann staff decided to move the shoot to Rome, which promised a more favorable climate.
In Italy, the producers had to cast a new group of children by searching schools and youth hostels. One English singer, the “head girl,” was brought to Italy to reprise her role. Production was to begin at 7:30 on the appointed morning with close-up shots of the sixty-five new principal singers in the flattering morning light. Unfortunately, it rained that morning for the first time in weeks. When the rain cleared in the afternoon, the leads were filmed singing the song while the “extra” children waited. Finally, late in the day, some twelve hundred children were spaced out on the top of the hill for the climactic shot from a helicopter. With light fading after only a few takes, the children broke ranks and began running down the hill to get more Coke from the truck carrying the props.
When the film was developed there were some unpleasant surprises. The zoom lens used for the close shots was faulty: every frame was out of focus. Additionally, the light levels on the helicopter shots were too low. The lead female singer then informed the crew that she had just been married and was going on her honeymoon and would be unavailable for any additional filming. McCann had now used its entire budget waiting for the rain to end in England and generating unusable footage in Rome.
To keep the ad alive, the McCann production crew went back to the drawing board. They cut the number of children in the youth chorus from twelve hundred to five hundred and began the search for a new female lead. They filled the ranks of the chorus by contacting the foreign embassies in Rome and drawing from their residents. As principals, they selected some forty young people between the ages of fifteen and nineteen. And when they spotted Linda Neary, a British governess living in Rome, walking down the street pushing a baby carriage, they decided she looked perfect for the part of the female lead. Two days before shooting was scheduled to begin, Neary agreed to take the part and the cast was set.
A new local film company, Roma Films, was contracted to film the commercial. Billy Davis rehearsed the young people lip synching to the New Seekers’ recording, and filming began on a different hillside the following day. Roma Films changed the strategy that had been used for the earlier shooting, filming the larger group shots first as Davis conducted the chorus. The aerial views showing the entire group from the vantage point of a helicopter were filmed next, while the tight close-ups were actually filmed at a racetrack near Rome.
The television ad “I’d Like to Buy the World a Coke” was released first in Europe, where it garnered only a tepid response. It was then released in the U.S. in July, 1971, and the response was immediate and dramatic. By November of that year, Coca-Cola and its bottlers had received more than a hundred thousand letters about the ad. At that time the demand for the song was so great that many people were calling radio stations and asking them to play the commercial. Clearly, “I’d Like to Buy the World a Coke” had struck a chord deeper than the normal response to the advertisement of a commercial product, and Billy Davis asked Bill Backer to rewrite the lyrics without the references to Coke.
Because the New Seekers were initially unavailable to record the new version, a group calling itself the Hillside Singers recorded it with a country-and-western flavor and released it as a single. When the New Seekers began an American tour several weeks latter, they re-recorded the new lyrics and released a second single. Both version sold well in fact, at one point, the New Seekers version was listed among the top ten songs on the American pop music charts while the Hillside Singers version was number thirteen. Such successes were repeated around the world as the ad’s popularity expanded. Recordings of the song and versions of the sheet music appeared in a variety of languages to fill an ever-increasing demand.
“I’d Like to Buy the World a Coke” has had a lasting connection with the viewing public. Advertising surveys consistently identify it as one of the best commercials of all time, and the sheet music continues to sell more than thirty years after the song was written. Such is the power of television advertising that through the enduring popularity of this ad, at least, Coke has borne out something of Backer’s ambitious claims for it, becoming a common connection among people.
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
Interview with Bill Backer
Interview conducted with Bill Backer about his role in creating the famous Coca-Cola ad, “I’d Like to Buy the World a Coke.” Backer co-composed the ad with Billy Davis, Roger Greenaway and Roger Cook in January 1971. Backer was the creative director for McCann Erickson when the ad was made. The Coca-Cola Archives interviewed Backer in 2007.
The Hilltop Reunion
In 1990, a follow-up to this commercial, called “Hilltop Reunion”, aired during coverage of Super Bowl XXIV. It featured the original singers (now adults) and their children, and culminated in a medley of this song and the then-current “Can’t Beat the Real Thing” jingle.
NASCAR Sprint Cup
In 2010, Coca-Cola once again used the song in a television commercial featuring the entire line of its sponsored NASCAR Sprint Cup drivers. The commercial included the drivers singing the song while driving in a race. The following year, information on how many dollars it would take “to buy the world a Coke” was given in a commercial featuring the red silhouette of a Coke bottle and the melody of the song.
British band Oasis were sued after their recording “Shakermaker” borrowed its melody and some lyrics directly; they were forced to change their composition. Oasis tribute band NoWaySis released a cover of “I’d Like To Teach The World To Sing”, entering the British charts at No.27 in 1996.
In 2007, Campaign magazine called it “one of the best-loved and most influential ads in TV history” It served as a milestone—the first instance of the recording industry’s involvement with advertising.Marketing analysts have noted Coca-Cola’s strategy of marrying the idea of happiness and universal love of the product illustrated by the song.
Advertising Agency: McCann-Erickson, USA
Creative Director: Bill Backer
Art Director: Harvey Gabor
Director: Roberto Malenotti
Agency Producer: Phil Messina
Music: Billy Davis, Roger Cook, Roger Greenaway, Bill Backer
Coca-Cola Italia – BLIND BOTTLE
Coca-Cola Classic – SEALS/PENGUIN
Coca-Cola Brazil – TRUCK/HYDRANT
Coca-Cola India – BARCODE
Coca-Cola India – GLASSES
Coca-Cola New Zealand – ENJOY Campaign
Advertising Agency: Publicis Mojo, New Zealand
Creative Director: Laclhan Mcpherson
Copywriter: Seymour Pope
Art Director: Laclhan Mcpherson
Photographer/Illustrator: Kane Mcpherson/Mike Shepherd
Coca-Cola Spain – FISH TANK/NEW HOUSE
Coca-Cola Poland – BOOKSHELF/PENCIL
Coca-Cola India – BARBER SHOP/MAN IN THE SHADOW
In India, the word ‘Thanda’ has many meanings. It means ‘cool’, ‘cold’, as well as ‘refreshing’. Any refreshing drink, including soft drinks are also referred to as ‘thanda’. Guests are asked whether they would prefer coffee, tea or ‘thanda’ (something cool and refreshing). Therefore the headline in Hindi (the local language) means “Cool Means Coca-Cola”.
Advertising Agency: McCann Erickson India
Creative Director: Prasoon Joshi
Copywriter: Prasoon Joshi
Art Director: Akshay Kapnadak
Photographer: Altaf Khan
Gold Lion for the campaign
Coca-Cola India – REFRESHING WIND/REFRESHING BATH/REFRESHING RADIATOR
Coca-Cola Italia – BOTTLE/KISS
Coca-Cola UK – THE REAL WORLD OF COCA-COLA Campaign
Coca-Cola de Argentina – FACES
Advertising Agency: McCann Erikson Argentina
Creative Director: Martin Mercado/Esteban Pigni
Copywriter: Pablo Romano/Martin Mercado/Esteban Pigni
Art Director: Christian Maselli/Diego Tuya/Denise Rodman
Photographer: Charlie Mainardi
Coca-Cola, Germany – BLACK
Coca-Cola, Germany – THOUGHT/DREAM/IDEA
Advertising Agency: Springer & Jacoby, Hamburg
Creative Director: Till Hohmann/Axel Thomsen/Bettina Olf
Copywriter: Menno Kluin
Art Director: Menno Kluin
Coca-Cola Spain – CLOUDS/SHAME
Coca-Cola Spain – MANDALA/MOON/WAVE
Coca-Cola Philippines – VALENTINES
Coca-Cola Japan – Coke, Please Campaign
Coca-Cola Pacific – SURFER
Advertising Agency: Ogilvy & Mather, Singapore
Creative Director: Sanol Dabral
Copywriter: Neil Flory
Art Director: Alan Vladusic
Coca-Cola New Zealand – SUMMER AS IT SHOULD BE
Coke Side of Life Campaign – LIQUID SPLASH/COLOUR SPLASH/GUNS/TOGETHER/STRAWS/RAINBOW HAND
Advertising Agency: Wieden+Kennedy, Amsterdam
Executive Creative Director: Al Moseley/John Norman
Creative Director: Rick Condos/Hunter Hindman
Copywriter: Rick Condos/Giles Montgomery
Art Director: Hunter Hindman
Illustrator: Dave Fikkert/Pierre Janneau/Genevieve Gauckler/Spencer Wilson
Coke Side of Life – COCA-COLA ART GALLERY
In 2006, Wieden+Kennedy Amsterdam has commissioned artists and collectives from around the world to create experimental work for the global “The Coke Side of Life” campaign. The result is a range of original artworks by emerging image-makers as different as Catalina Estrada, Geneviève Gauckler or the Peepshow Collective, … many of whom have gone on to make strong impacts in today’s graphic design & art scene.
The ‘Coca-Cola’ Art Gallery is a collection of images that has been designed by leading artists and designers. They have all depicted their own interpretation of ‘The Coke Side of Life’ philosophy.
The work of the artists reflects various styles, personalities and cultures, and all designs have one thing in common: they are colourful explosions of energy, optimism and happiness.
Throughout its 120-year history, advertising and communication has played a vital role in shaping ‘Coca-Cola’ into an iconic, cultural and timeless brand. Over the years, ‘Coca-Cola’ has continually challenged artists and agencies to create innovative refreshing images.
The diverse backgrounds of the contributing artists and designers, has resulted in a range of images that reflect different cultures and societies. By combining the iconic original glass bottle image with up-to-date illustration techniques and styles, the artists have given rise to a progressive style of visual expression.
‘Coca-Cola’ has always had a strong artistic heritage having been famously interpreted by artists such as Haddon Sundblom, Norman Rockwell and Andy Warhol who have all reflected the social and cultural attitudes of the time.
Live the Coke Side of the Music – VIOLIN/FACES/INSTRUMENTS
Coca-Cola – CREATED IN 1886
After years of cool marketing campaigns revolving around football, music and latterly computer gaming, the world’s most famous brand is going back to basics. Coca-Cola has been communicating about its product, what’s in it “Nothing artificial. Never had been, never will be” and the product heritage, dating back to 1886 when John Pemberton created his secret formula.
Advertising Agency: Weiden+Kennedy, Portland
Open Happiness Campaign – BRRR/AHHH/BURP/FIZZZ/PSSST/GULP
“Open Happiness”is an advertising focus building on the award-winning “Coke Side of Life” campaign. The new tag line, seen in this series of print advertisements, will serve as a platform for all integrated marketing for the Coca Cola brand around the world, tying together the pleasure of opening up a drink and the satisfaction of sharing with others. Open Happiness is designed to work at every level, from national advertising all the way down to coolers and store shelves, with a clear call to action at the point of purchase.”
Advertising Agency: Wieden+Kennedy, Amsterdam
Executive Creative Director: Jeff Kling/John Norman
Creative Director: Jorge Calleja/Sue Anderson
Copywriter: Sue nderson
Art Director: Craig Williams/Pierre Janneau
Illustrator: Pierre Janneau
Open Happines Campaign from Coca-Cola Pacific – BURP/LAUGH LINE/SMILE
This poster campaign introduce Coca-Cola’s new Open Happiness platform to a relatively young audience — locally.
These “bottles” executed in a breezy manner bring out the full flavour of the Open Happiness campaign. The light-hearted messages in the shape of iconic Coke bottles invite the audience “to open happiness” — even without overt Coke branding.
Advertising Agency: Euro RSCG, Singapore
Creative Director: Alfred Wee
Copywriter: Wong Wai Ling
Art Director: Jimmy Kim/Seah Ting Ting
Illustrator: Evan Lim
Insights, Strategy & the Idea
What did this action involve? When consumers asked for their regular Coca-Cola before going into the cinema, we would serve them Coca-Cola Zero to prove to them that it tastes the same, but without sugar.
This low-cost action not only enabled us to provide our target with a product trial in a highly memorable way, but also offers us the chance to turn the action itself into an audiovisual element for Internet use. Making the most of the investment by reaching many more people.
How were we going to execute this? We introduced a cardboard cup of Coca-Cola Zero in a larger cup, also made of cardboard, of regular Coca-Cola. Once the spectators were settled in their seats and the trailers began prior to the feature film, they would see a large Coca-Cola logo on the screen and they hear a voice explaining that we had given them Zero instead of Regular and that, while we are sure they will like it just as much, if they would still rather change it, we would give it to them free, plus a tub of popcorn for their trouble.
Results and Effectiveness
On the way out we invited people to try any Coca-Cola. 96% accepted this invitation and 43% chose Coca-Cola Zero.
Also this low-cost action not only enabled us to provide our target with a product trial in a highly memorable way, but also offered us the chance to turn the action itself into an audiovisual element for Internet use. Making the most of the investment by reaching many more people.
Advertising Agency: McCann Erickson Madrid
General Creative Director: Leandro Raposo
Executive Creative Director: Monica Moro/Pablo Stricker/Pablo Colonnese
Copywriter: Mikel Echeverrìa
Art Director: Juan Josè Ocio