Posted by: David Kiley on July 12, 2005
I like it when an advertiser tries an update of an old idea provided the idea and execution is good. Consider what BMW has done for MINI. I even like the creepy looking “Burger King” who has turned up in BK ads this year. But Coke’s remake of its classic 1971 ad, Hilltop, aka “I’d Like To Teach The World To Sing,” redone as “Chilltop” for Coke Zero, left me cold.
The guy leading the song, G-Love, does a rap into the original song from 1971. And instead of a hilltop, it all tales place on a Philadelphia rooftop.
I know there are many white rappers, but this guy just doesn’t come off as genuine. The whole thing looks like some exercise in hipness as conceived by some older middle-aged ad and Coke execs. I got a whiff of the ads Buick tried to pull off a few years ago behind the tagline, “It’s All Good.” The people in the ads look like they are putting on a glee-club concert instread of the edgy ad it should be.
The agency, Crispin Porter + Bogusky, is the agency behind MINI and Burger King’s “King” ads, as well as the overcelebrated Subservient Chicken. So, I’m thinking something got dumbed down at the client level in this one. After all, Coke hasn’t turned out a really terrific ad in years, and it can’t be the fault of all the ad agencies it has competing for its business.