“I’d Like to Teach the World to Sing (In Perfect Harmony)” If you were a living, viable human being in the early 1970s, this very catchy song triggers memories of a Coca Cola advertising campaign that was so amazing that its song became a Top-10 radio hit.
I’ve had two conflicting opinions about the commercially revolutionary “Hilltop” commercials for the soft drink company. On the down-side I don’t consume sugary, caffeinated fizzy drinks. (They’re unhealthy in many ways.) The “Hilltop” ads boosted consumption of the beverage. On the up-side, Coca Cola is a huge multi-national corporation that is universally famous and influential.
It is the up-side that I’m thinking about today. In as much as Coca Cola will continue to advertise their product into the foreseeable future, I think they should revive the “Hilltop” campaign world-wide, in as many languages as possible. The ads should retain the same visual idea as the original 1971 versions.
I don’t want to advocate for tooth-decay and soft drinks. I’m more interested in promoting universal human rights. The soft-drink giant could take a great step towards positive corporate responsibility (or the aura thereof) by using these commercials again.
In this world of very heightened political polarization and a sobering increase in human rights violations at home and abroad, the ad campaign would increase awareness of the wholesomeness of treating everyone on Earth as equals.
In 1971, the Vietnam conflict was happening. In 2018, oppressive regimes continue to be on the rise across the world. Positive, upbeat, entertaining messages provide time-outs and shift our outlook for a few minutes. When we feel good as a result of songs like “I’d Like to Teach the World to Sing”, we can experience a positive, constructive paradigm shift. We need some influential, positivity to offset the daily barrage of negativity we are fed by some politicians, radical religionists, and other influential celebrities.
Maybe now as it was then, the jingle will be re-released as a song for general airplay and Internet play. Maybe now as it was then, the song will become an anthem for people who want a better, more accepting, inclusive world.
If not the Coca Cola Company, perhaps a socially-responsible, multi-national corporation can come up with an equally inspirational, important message.
The Blue Jay of Happiness quotes President Jimmy Carter. “For this generation, ours, life is nuclear survival, liberty is human rights, the pursuit of happiness is a planet whose resources are devoted to the physical and spiritual nourishment of its inhabitants.”