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The Immortal Awards

My Most Immortal Ad: Sergio Lopez

The Immortal Awards Juror and McCANN Worldgroup EMEA’s Chief Production Officer kicks off the series with a classic Coke spot

My Most Immortal Ad: Sergio Lopez

In the run-up to this year’s Immortal Awards, our jurors will each select an ad that they believe deserves the title of Immortal. Sergio Lopez, Chief Production Officer at McCANN Worldgroup, EMEA, kicks off the series by dipping into the archives and unearthing this classic Coke spot…






Hilltop | I’d Like To Buy The World a Coke (McCann Erickson, 1971)


This is a commercial that was ahead of its time. It is still a gold standard for a lot of things we talk about today: relevancy, creativity and crafting.

The campaign transcended the ad world and is part of pop culture. People that were not born when the commercial was running (I for sure was not) still associate that song with Coca-Cola. It touches on integrated production, building a brand across channels using the song itself and visual cues to build equity. It is a simple, nice idea and it’s beautifully crafted.

Beyond its advertising values, it features equality of gender, age, culture and races. It is a commercial that truly portrays the world as one. Even more remarkable it was created in an era when it was a challenge to run it in some countries where certain regimes had issues with it. Despite this Coke stood by its core inclusive values.



Sergio Lopez will be judging this year's The Immortal Awards. Entries are now open to all Little Black Book members , so head over to the submissions page to submit your best work. If you aren't a member of Little Black Book yet, then you can subscribe here.