Monday, February 15, 2010

Coke and NASCAR - Teaching A New World of Fans to Sing In Perfect "Harmony".

The Coca Cola debut its latest television ad on what seemed to be the never ending Daytona 500 race on February 14th. The race was delayed  on two different occasions because of track faults, and keep fans and viewers in their seats for over 6 hours. How many Valentines Day dinners went cold or canceled?

Coke revisited the classic 1970's "Hilltop" (see below) ad that became an anthem of the time. The updates "Harmony" was shown during the Daytona 500 broadcasted on Fox Television.

Many consider the 1971 Coca-Cola "Hilltop" commercial as one of the most memorable advertisements of all time. The song made famous by the commercial inspired numerous renditions and translations, three top 40 records (two versions in 1971 and one in 1998), and an overwhelming reaction from thousands of consumers thanking Coke for releasing such a simple yet powerful message.

The Hilltop ad was first aired in 1971 and had the song, “I’d like to buy the world a coke.” The new coca cola Daytona ad will have a number of drivers singing the tune while racing. The ad shows Coca-Cola Racing Family members Greg Biffle, Clint Bowyer, Jeff Burton, Denny Hamlin, Kevin Harvick, Bobby Labonte, Joey Logano, Ryan Newman, David Ragan, Elliott Sadler and even Tony Stewart showing how even the most competitive rivals can "Open Happiness" (current tagline) with a Coca-Cola.

"In the original ad, Coca-Cola was the bond that connected people through a spirit of optimism. That uplifting outlook still rings true today and is reflected in our NASCAR®-themed commercial in a fun, unexpected way," said Katie Bayne, Chief marketing Officer, Coca-Cola North America. "By showing how a refreshing Coca-Cola can bring together even the most competitive rivals, we're reminding people to take a moment to have fun, open a little happiness and enjoy the simple pleasures in life."

In the opening scene, controlled chaos ensues as the drivers pull into the pits, complaining to their crew chiefs over the radio and calling for adjustments. Before heading back onto the track, the drivers are each handed an ice-cold Coca-Cola for much needed refreshment. As crew chiefs and fans monitor driver radio chatter, they quickly find that the previously exasperated drivers have changed their tune -- literally -- as they're seen singing the signature song's familiar lines during the heat of battle, complete with "apple trees and honey bees and snow white turtledoves."

"I'd Like To Buy The World A Coke," the iconic song from "Hilltop" which was written in less than 24 hours, became an instant hit and inspired numerous renditions, including three top 40 versions of I'd Like to Teach the World to Sing. Within 10 days of the U.S. release of "Hilltop," The Coca-Cola Company received 10,000 letters from people expressing support for the message in the ad.

"It's been both fun and an honor to be a part of creating a new NASCAR® take on a commercial that is such a big part of Coke's history," said driver Kevin Harvick. "Most of us drivers should probably stick to our day jobs, though, because I'm pretty sure our version of the famous Coca-Cola song won't make it to the top of the charts."

The coca cola ad was filmed at a location at Charlotte Motor Speedway in Concord, North Carolina in December 2009. Included below is the full making of the 2010 NASCAR spot.

The Original Coke "Hilltop" 1971 spot:

Here is the making of the "Harmony" 2010 spot:

Posted via web from anthony kalamut's posterous

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