The 1970s was a decade of peace signs, platform shoes, and a burgeoning sense of global connection. Television commercials, too, were catching this wave, ditching the hard sell for narratives that resonated with viewers.
One such ad, a beacon of multicultural harmony amidst the era’s avocado green appliances and leisure suits, featured a song so memorable it practically begged to be sung along to. But has this jingle, once as ubiquitous as polyester leisure suits, been relegated to the dusty corners of pop culture memory?
Let’s dust off this forgotten gem: the iconic Coca-Cola commercial, “I’d Like to Teach the World to Sing (In Perfect Harmony)”, a testament to unity delivered through a sweet folk tune.
The Making of a Classic Jingle
“I’d Like to Teach the World to Sing (In Perfect Harmony)” wasn’t born for a Coca-Cola commercial. The melody and original lyrics, titled “True Love and Apple Pie”, came from the minds of British songwriting duo Roger Cook and Roger Greenaway. These hitmakers were no strangers to success, having penned classics like The Hollies’ “Long Cool Woman (In A Black Dress)” and songs for diverse artists like Engelbert Humperdinck and Deep Purple.
However, for the iconic Coca-Cola ad, “True Love and Apple Pie” underwent a transformation. Cook and Greenaway joined forces with advertising executive Bill Backer and songwriter Billy Davis, Coca-Cola’s musical director at the time.
Together, they rewrote the lyrics to fit the commercial’s message of unity and positivity, crafting the now-famous jingle that would become synonymous with Coca-Cola.
The Birth of an Idea
The inspiration for the iconic Coca-Cola jingle took flight (pun intended) during a rather unexpected moment. Backer was on his way to London to meet with songwriters for the project. However, a heavy fog forced his plane to land in Shannon, Ireland, leaving passengers frustrated and on edge.
The next day, Backer observed a remarkable shift. The stranded travelers, previously tense, were now chatting, sharing snacks, and enjoying Coca-Cola together. This simple act of shared refreshment sparked a realization for Backer.
“In that moment, I saw a bottle of Coke in a whole new light,” Backer said in a 2012 interview. He began to see Coca-Cola as more than just a drink; it was a symbol of connection, a common thread that could bring people together, even during unexpected delays.
A Collaborative Effort
Backer’s initial idea for the commercial’s title was met with a thoughtful challenge from Billy Davis. Backer envisioned buying everyone a Coke, symbolizing shared enjoyment. However, Davis felt a more fundamental need existed – a home for everyone. “I’d buy everyone a home first and share with them in peace and love,” he countered.
Backer saw the potential in Davis’s suggestion. “Okay, that sounds good,” he conceded. “Let’s write that and I’ll show you how Coke fits right into the concept.” This collaboration resulted in the now-famous opening line: “I’d like to buy the world a home and furnish it with love.”
The commercial’s success speaks for itself. Released in July 1971, “I’d Like to Buy the World a Coke” resonated deeply. The Coca-Cola Company received a deluge – over 100,000 letters – from viewers, and radio stations were flooded with requests for the song.
An Unexpected Hit
Coca-Cola initially set their sights on British pop group The New Seekers to perform the commercial’s jingle. Unfortunately, scheduling conflicts forced the group to decline. Undeterred, Davis assembled a group of studio singers dubbed “The Hillside Singers” to bring the song to life. This version, released as a single, achieved surprising success, reaching No. 13 on the Billboard Hot 100 chart.
This unexpected popularity prompted The New Seekers to reconsider, leading them to record their own rendition. Their version, titled “I’d Like to Teach the World to Sing (In Perfect Harmony)”, eclipsed the original. It soared to No. 7 on the Hot 100 and even reached No. 1 in the UK, selling a staggering number of records within its first day.
While initially skeptical of the song’s potential, The New Seekers’ version became the definitive rendition, leaving singer Lyn Paul to marvel years later at its unexpected success. Capitalizing on the song’s popularity, The New Seekers repackaged their previous album, New Colours, as We’d Like to Teach the World to Sing, featuring their newfound smash hit.
The Song’s Legacy and New Coke’s Fizzle
The legacy of “I’d Like to Teach the World to Sing” extends beyond the original 1971 commercial. Coca-Cola revisited the song in 1985 to promote its ill-fated New Coke formula. This campaign also featured pop group New Edition and a computer-generated host named Max Headroom. Unfortunately, the new recipe, aimed at mirroring Pepsi’s sweetness, was a commercial flop. The original formula returned just three months later, rebranded as Coca-Cola Classic.
Coca-Cola wasn’t finished with the song, however. In 1990, a new commercial featured singers on a hilltop, much like the original ad. This time, they performed a mashup of “I’d Like to Teach the World to Sing” and the popular 1989 Coca-Cola Classic jingle, “Can’t Beat the Feeling”. This served as a reminder of the original formula’s enduring popularity.
While New Coke was a marketing misstep, it couldn’t diminish the lasting impact of the “I’d Like to Teach the World to Sing” jingle. The song transcended its commercial origins, becoming a cultural touchstone synonymous with unity and shared enjoyment.
Mad Men‘s Finale and the Coke Ad Mystery
The 2015 finale of Mad Men left viewers with a perplexing final scene. Don Draper, played by Jon Hamm, is seen meditating at a California retreat. Just as the scene fades, the iconic “Hilltop” Coca-Cola commercial featuring a group of young people singing on a hilltop begins to play.
The camera lingers on a close-up of Don’s face, a subtle smile playing on his lips, as the commercial’s theme song, “I’d Like to Buy the World a Coke”, fills the air. This deliberate framing invites viewers to draw connections between Don’s experience at the retreat and the commercial. The clothing worn by the commercial’s cast echoes the attire at the retreat, and even the location – a hilltop – seems like a deliberate nod.
While some saw this as a definitive answer – that Don found inspiration for the Coke ad at the retreat – the series creator, Matthew Weiner, chose to leave it open-ended. Weiner, known for his ambiguous endings on shows like The Sopranos, hinted at Don’s potential involvement but left it “open to interpretation within the text itself.”