<Ul> <Li> The song first aired on American radio on February 12, 1971, but failed . When the feedback was favorable, Backer persuaded McCann - Erickson to film a commercial using the song . The TV commercial, titled "Hilltop", was directed by Roberto Malenotti . The ad cost $250,000, the most expensive commercial in history at that time . </Li> </Ul> <Li> The song first aired on American radio on February 12, 1971, but failed . When the feedback was favorable, Backer persuaded McCann - Erickson to film a commercial using the song . The TV commercial, titled "Hilltop", was directed by Roberto Malenotti . The ad cost $250,000, the most expensive commercial in history at that time . </Li> <Dl> <Dd> The first attempt at shooting was ruined by rain and other location problems . The finished product, first aired in July 1971, featured a multicultural group of young people lip syncing the song on a hill in Manziana, outside Rome, Italy . The global unity of the singers is emphasized by showing that the bottles of Coke they are holding are labelled in a variety of languages . The South African government asked for a version of the commercial without the black actors . Coca Cola refused their request . The company later reduced its investment in that country with the (then) CEO saying "We have been reducing our investment in South Africa since 1976, and we have now decided to sell our remaining holdings in that country". </Dd> </Dl> <Dd> The first attempt at shooting was ruined by rain and other location problems . The finished product, first aired in July 1971, featured a multicultural group of young people lip syncing the song on a hill in Manziana, outside Rome, Italy . The global unity of the singers is emphasized by showing that the bottles of Coke they are holding are labelled in a variety of languages . The South African government asked for a version of the commercial without the black actors . Coca Cola refused their request . The company later reduced its investment in that country with the (then) CEO saying "We have been reducing our investment in South Africa since 1976, and we have now decided to sell our remaining holdings in that country". </Dd>

I want to teach the world to sing