The 1970's: More Years of Epic Advertising

Buying the World a Coke

In the late 1969, Coke came up with the slogan "The Real Thing." To go along with this slogan was a 1971 ad featuring a diverse group of young people.

The ad is recognized by many people. It was filmed on an Italian hillside, and all of the people are singing a familiar songs: "I'd like to teach the world to sing in perfect harmony/I'd like to buy the world a Coke and keep it company."

This ad held the ideals that Coke ads from years before have held. It had a world appeal, and it associated Coke with friendship.

Mean Joe Greene

Another wildly popular spot that came out in the late 70's is one still remembered, especially by sports fans. The commercial featured football player "Mean" Joe Greene.

After a bad game, Joe Greene is seen entering a tunnel. A boy is chasing him, holding a bottle of Coke. He says to the football player, "I just want you to know I think, I think you're the best ever." He then gives Joe Greene his bottle of Coke.

After drinking the Coke, he calls to the kid, and when he turns around, Joe Greene tosses him his jersey.

This ad was not only popular in the United States. Other countries took the concept of the ad and applied it to the sports stars of their own homelands.

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