From the album
Title: “I’d Like to Teach the World to Sing (In Perfect Harmony)”
Artist: The New Seekers
Year: 1972
Writer(s): Roger Cook, Roger Greenaway, Billy Davis, Bill Backer
Genre: Pop/Folk
Chart position (if applicable) 1 (UK) 7 (US)
Album: um.
We’d Like to Teach the World to Sing
Did I own it? No
Album, single, both or neither? Neither
Opinion then: Positive
Opinion now: Positive, though slightly angry at its being co-opted by a corporate giant
These days: Only really ever remembered from the bloody advertisement, damn them.
While I retain my righteous anger, of which I will write more in a moment, I read now that this was not in fact the original song, and was itself created from the tune of a commercial radio jingle called “True Love and Apple Pie”. It was then rewritten not once, not twice, but (as Monty Burns would say) thrice! Technically, four times. The first time was by the songwriters themselves, the two Rogers, Cook and Greenaway, along with another songwriter, Billy Davis and an advertising executive (of course) with the very appropriate if funny name of Bill Backer. They turned the song into “Buy the World a Coke”, and therein lies my long-seated frustration with it, which now turns out to have been misplaced, if still righteous.
The thing is, I had always assumed, having heard the New Seekers song first, that it, being a number one hit here, had been copied and used by Coca-Cola based on its popularity, a song everyone would recognise but which the global conglomerate would shape to their own advertising agenda. Not so: the reverse, in fact. “Buy the World a Coke” was released in 1971, and it was due to its popularity that the New Seekers re-recorded it, taking out any references to Coke, replacing the words “buy the world a Coke” with “teach the world to sing”, in my opinion, a far better and more worthy message. I mean, what self-respecting drug dealer wants to buy his clients their merchandise? And buy it for the world? He’d go bankrupt in a week!
But I digress. The New Seekers, now, it would appear, latching onto the coat-tails of Coke, rewrote and recorded the song, which got them a number one hit. In the meantime, the original singers of the song, the ones who had sung “I’d Like to Buy the World a Coke”, a band called the Hillside Stranglers, sorry that’s a movie, Hillside Singers (who had, incidentally and not at all I’m sure coincidentally, sung the song on, well, a hillside) re-recorded it, dropped the Coke references too, and consequently had a hit of their own stateside, though not a number one (it reached number 13). The New Seekers had been approached by Billy Davis to record the original “I’d Like to Shove a Coke Up the World’s Ahhhh sorry it’s just getting on my nerves now. But anyway, he wanted them to record the song for Coke but they were too busy. When they saw how popular both the ad and the subsequent version by the Hillside Singers was they realised they had missed the boat and jumped on the bandwagon and yes I know I’m mixing my metaphors and no I don’t care.
They subsequently reproduced, and in fact exceeded the chart performance of the American band, and the song enjoyed success both here and there, reaching number 7 in the USA, one year after the Hillside Singers had already taken their version into the chart. Got to wonder how people were prepared to buy two versions of what was pretty much the same song? It is a popular and cheerful theme though; all the world living as one, as some guy from Liverpool had once imagined (!) might happen, and you know, credit where credit is due: rather than dig their heels in about it being their property, it seems Coca-Cola actually waived the royalties to the song (about USD 80,000 at the time, equating to over half a million today, and gave the proceeds to UNICEF. Even I can’t argue with that. And I would love to. But I can't.
I guess it’s because the Coca-Cola ad was only seen on this side of the water after the New Seekers had had their hit that I jumped to the conclusion that the global conglomerate had robbed the idea from them. Well, I suppose it’s never too late to say you were wrong, even if it is fifty years later.
You were wrong.
Oh, all right: so was I. Happy? Now gimme a Coke.
https://www.youtube.com/watch?v=ZWKznrEjJK4
https://www.youtube.com/watch?v=ASe7ioPis6I
https://www.youtube.com/watch?v=1VM2eLhvsSM