The Overview
"Hilltop" (1971) - Harvey Gabor, Art Director
"Forty years ago Bill Backer and myself had a wish, and that was to
buy the world a Coke. I am honored to have lived long enough to see
that wish become a reality."
— Harvey Gabor
This year, we partnered with Coca-Cola and Harvey Gabor to re-imagine "Hilltop" for the digital age. See how a wish made in 1971 was brought to life for today’s generation.
The Original Ad
Bill Backer, creative director on the Coca-Cola account at McCann-Erickson, was waiting for a flight
at Shannon Airport, Ireland when he penned the line, “I’d like to buy the world a Coke” on a napkin.
With the help of Billy Davis and Roger Cook, this line became a song and was recorded by The New Seekers, a popular British singing group.
However it was art director Harvey Gabor’s idea to create ‘The First United Chorus of the World’, transforming Backer’s song into a joyous celebration of unity and resulting in one of the most memorable commercials in history.
The response to the commercial was unprecedented. Requests poured into radio stations across America and Coca-Cola received thousands of letters from across the country. At a time when conflict was dominating headlines, “Hilltop” quickly became more than an ad - it became a rallying message of tolerance and hope.
Harvey Gabor
Harvey Gabor began his career as an Art Director at McCann-Erickson. It was during his time here that he created some of his most memorable and recognized work, including “Hilltop”. Over the course of his career, Harvey received numerous accolades including 4 gold medals, 5 Clios and over 100 certificate awards for both print and television, while "Hilltop" was inducted into the Advertising Hall of Fame. A proud father and grandfather, he is now retired and lives with his wife, Barbara in Michigan.
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1971
The Original Brief
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2012
The Re-imagined Work
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The Original Brief
Demonstrate Coca-Cola’s power to connect people while highlighting the global ambitions of the Coca-Cola brand.
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The Original Work
Harvey’s television commercial featured The First United Chorus of the World, a chorus of young people from around the globe singing “I’d like to buy the world a Coke” as a celebration of tolerance and unity.
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The Re-imagined Work
We can enable users to actually “buy the world a Coke” using Google’s display advertising platform and a series of specially-developed vending machines. In the spirit of the original work, users can record a message and send it with a Coca-Cola to connect with someone on the other side of the world. The receiver can then respond with a text or video message, completing the connection.
The New Ad
The Tech
The Concept
Harvey’s re-imagined ad enables users to actually ‘buy the world a Coke’ from their computer or phone, and connect with someone on the other side of the world through the magic of display advertising. Users can select a location, attach a personal video or text message, and then watch as the Coke is delivered to a specially-designed vending machine on the other side of the world. The receivers at the machine can then send a thank you message back to the sender, right from the vending machine.
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Real-Life Social Networking
The world is closer than ever before. Now, through the magic of ad technology and vending machines, consumers can connect with strangers across the world through a touching video or text message exchange. Ad servers communicate with vending machines in real-time, establishing unique connection opportunities between digital ads and the physical world, like never before.
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Personalized Journeys
Every moment of connection between two people is unique. Using Google Maps imagery and pre-rendered video and audio, the “visual voyage” of the Coca-Cola and the personal messages are dynamically compiled into a personalized film. This is then emailed to the sender as a link to be viewed and shared with the world.
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Breaking Language Barriers
With the ability to ‘buy the world a Coke’, users have the opportunity to bring the world closer together. Using Google Translate, all messages are translated and closed-captioned to ensure that no matter where a Coca-Cola is sent, no messages are lost in translation.
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Experience the Magic Anywhere
Soon, more people will access the Internet from mobile devices than computers around the world. Using AdMob, the experience is brought to life on mobile devices, making it possible to send a Coca-Cola across the world from anywhere.
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Google Display Platforms
DoubleClick Studio, DoubleClick For Advertisers, Google Mobile Ads, AdMob
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Other Google Technologies
How The Ad Works
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1
Display & Interaction
The user engages with the display ad on desktop or mobile
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device. -
2
Message Recording
The user records a video or text
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message to send along with his
Coke. -
3
Moderation
The message goes through
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automated and manual
moderation. -
4
Vending Machine Queue
The message and Coke are
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queued for delivery, waiting for a
customer to interact with the
vending machine. -
5
Dispense And Deliver Message
The recipient interacts with the vending machine,
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viewing the sender's message and then receiving
a dispensed Coke. -
6
Reply Recording
The recipient records a video or
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text reply message. -
7
Moderation
The message goes through
→
automated and manual
moderation. -
8
Dynamic Video
CompositingThe reply message is
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dynamically composited into
a video telling the story of
the interaction. That video is
dynamically uploaded to
YouTube. -
9
Email (optional)
If the sender entered their information into either the desktop or
mobile ad, they will be sent an e-mail notification linking them
to the composited video on YouTube. -
10
Reply Received
The sender receives notification that his Coke has been
→
delivered and can view his reply message in the composited
video.
