TV still
Hilltop
Coca-Cola · 1971
- Agency
- McCann-Erickson
- Campaign
- I'd Like to Buy the World a Coke
Analysis
A group of young people sing while holding Coca-Cola bottles on a hillside. The commercial places the drink inside a shared social vision.
Group participationEmotional association
Why it worked
The varied faces make the group central to the image. The bottles give the shared moment a clear brand role.
Lesson
Let the product take part in a shared experience that supports your brand's position.
Image source
© Coca-Cola. Shown for study and commentary.
Not affiliated with or endorsed by Coca-Cola.