Coca-Cola’s 1971 hilltop advertising campaign was known as “Hilltop.”
The television commercial showed young people from different countries gathered on a hillside near Rome. They sang “I’d Like to Buy the World a Coke,” presenting the soft drink as a symbol of harmony and shared human connection.
The commercial was created by McCann-Erickson. Its message reflected the late 1960s and early 1970s advertising trend of associating consumer products with peace, community, and international togetherness rather than focusing only on product features.
The song later became a full-length recording by the New Seekers and inspired a version by the Hillside Singers. “Hilltop” is often confused with later Coca-Cola campaigns such as “Open Happiness,” but those names refer to different campaigns from different eras.