"The 'Hilltop' ad featured a diverse group of people gathered on an Italian hillside, sharing their voices and bottles of soda, famously singing, 'I'd like to buy the world a Coke.'"
"Despite the kumbaya vibes of the spot, 1971 America was a much more complicated and volatile place than what was depicted in the ad, marked by the Vietnam War protests and high inflation."
"Coca-Cola's recent campaign, 'Drink in America,' is a direct descendant of the 'Hilltop' spot, presenting a modernized version of America that feels idealized amid current political tensions."
"This video isn't just selling sugar water—but an America you would barely recognize online, contrasting sharply with the daily news and societal divisions."
Coca-Cola's 'Hilltop' ad from 1971 showcased a diverse group of people singing together, reflecting a fantasy version of America during a tumultuous time. The ad launched amid the Vietnam War protests, racial tensions, and economic struggles. Recently, Coca-Cola released a new campaign, 'Drink in America,' celebrating America's 250th anniversary with a similar idealized portrayal. This modern video, while visually appealing, contrasts sharply with the current political climate and societal divisions, raising questions about authenticity in advertising during challenging times.
Read at Fast Company
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