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Glossary
Glossary
1. gathered
2. fogged
3. penned
4. canvassing
In 1969, The Coca-Cola Company and McCann-Erickson ended the "Things Go Better With
Coke" campaign, introducing the "It's the Real Thing" campaign with the iconic song "I'd Like
to Buy The World a Coke." The idea for the song originated in a fog-induced layover in
Ireland, where passengers, initially irate, bonded over bottles of Coke. Bill Backer, along with
songwriters Billy Davis and Roger Cook, developed the idea to portray Coke as a universal
bond connecting people.
The song's lyrics were a collaborative effort, combining perspectives from the three writers.
Despite an initial flop when released in 1971, Backer convinced Coca-Cola to invest in a
visual dimension for the ad. A groundbreaking TV commercial was planned, featuring a
diverse group of young people singing on the cliffs of Dover.
However, filming faced numerous challenges, including weather issues in England and faulty
equipment in Rome. The production team persevered, reducing the number of children in the
chorus, changing the female lead, and reworking the strategy. The final commercial,
released in July 1971, initially received a tepid response in Europe but became a massive
success in the United States.
The song's popularity led to requests for its release as a standalone record. The Hillside
Singers and later, the New Seekers, recorded versions of the song without references to
Coke, both achieving commercial success. "I'd Like to Buy the World a Coke" is considered
one of the best commercials of all time, and its enduring popularity continues over thirty
years later.