Agency: Adam & Eve
campaignlive.co.uk, Friday, 17 June 2005 03:34PM
The new ad, created by Crispin Porter & Bogusky, updates the 1971 version, which featured a cast of young people singing I'd Like To Teach The World To Sing. Called "chilltop", the new spot alters the lyrics of the song, with the the blues/hip-hop crossover artist G Love singing: "I'd like to teach the world to chill, take time to stop and smile/I'd like to buy the world a Coke and chill with it a while."
The ad is set to air in the US at the end of June and it comes at a time when Coca-Cola is searching for an international campaign for its flagging Coca-Cola Classic brand.
US sales of the soft drink have been declining for the past four years.
The manufacturer recently held a preview of work from its Icon Brand agencies. The meeting, held in Argentina, was overseen by Coke's new executive vice-president of marketing, Mary Minnick.
This article was first published on campaignlive.co.uk