Coke 'Chilltop' Celebrates 'Hilltop' In Cheesefest

chilltop_one.jpg
Cheesy Chilltop Chillers

We knew this was coming though is it just us or does anyone else think CP + B's re-creation of the classic Coke Hilltop commercial, Chilltop, is a pretentious ball of cheesiness? We most certainly love CP + B and, granted, they aren't the one doing the singing but this is really bad. Apparently, there was something OK about a bunch of semi-hippie types banding together to save the world in 1971 but it just doesn't ring true in today's ironically post-ironic, cynically jaded culture. Perhaps we just can't get past white guys trying to sound black. Or ads that throw in the token black. Or the token cutie who whose sole purpose it to look cute, bat her eyelashes and start another fan blog.

Oh, don't listen to us. Come to think of it, the 1971 version is slathered with Whiz loads of cheese too. That said, remakes of anything, especially those referred to as "classic," are rarely a good thing.

by Steve Hall    Jun-28-05   Click to Comment   
Topic: Commercials   

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Comments



Comments

CP&B was a one hit wonder with the Subservient Chicken - what have they really done since then that's been outstanding - especially in interactive?

- Chicken Fight - Lame
- Wake up with the King - REALLY lame
- The Sith Sense - Lame in execution; not to mention a ripoff

Kudo's to them for riding the wave for so long, but I think they 'grew' way too fast and you're starting to see the results with this (and recent other) lame efforts...

Posted by: Alex Bogusky on June 28, 2005 11:41 AM

I'd like to teach the world to know
CPB is not perfect (CPB is not perfect)
Sometimes they're good
Sometimes they're not
Just don't tell folks at Adweek

It's the reel thing.

Posted by: Bob Shiffrar on June 28, 2005 1:37 PM

That's the Sprite! We should Dr Peppar this blog with insults about CPB. And Coke.

Posted by: Mcthingy2 on June 28, 2005 1:50 PM

I knew this ad was coming, and actually saw it last night for the first time. I wanted to change the channel but wanted to give it a chance to save itself, alas, with no luck. The expressions on their faces were just terrible. I still believe Apple is the only one who did a tasteful commercial "remake" (the intro to the iPod using the original 1984 commercial).

Posted by: ariel on June 28, 2005 3:04 PM

Can hate be good? Can hate be great?

Posted by: nathan on June 28, 2005 3:10 PM

Although CP+B is in the process of changing the world, it can't be done in one (or even a few) swift advertising campaign(s).
Look at what they had to work with! Hippies drinking battery acid!

Someone give them some freakin' credit for the kick-ass website!

Posted by: MeL on June 28, 2005 3:45 PM

Mel, you might not like to drink Coke, but you've obviously been drinking the Kool-Aide. CPB is changing the world??? Let's tone the rhetoric down a little, shall we.

Posted by: Clow McEligott Bernbach on June 28, 2005 4:36 PM

Why would you even try a remake? It was okay in it's time, but if you were a creative director and a team showed you the board for this spot today--you'd kill it on the spot. I know I would. Doesn't hold up.

Posted by: Alex Bogusky's Mom on June 28, 2005 11:40 PM

If I may, I'd like to inject a little perspective into the proceedings. Personally, I could do without another story in Adweek or Creativity (to name the two worst offenders) kissing up shamelessly to Crispin - or, for that matter, seeing yet another picture of that Kato Kaelin clone Bogusky with his insufferably smug smirk.

But let's be honest. The main reason they get such fawning coverage is because they are the hottest shop out there. Not everything they touch turns to gold - Ugoff, anyone? - they still have a better batting average than just about anyone else out there. (I haven't seen the new Coke Zero commercial, so I will have to reserve judgement - although every review I've seen to date has been nothing short of scathing.)

Just as Chiat/Day and Fallon ruled the eighties and Goodby and Wieden defined the nineties, so too Crispin is setting the standards for the new decade. I'm not thrilled about it myself, but you have to give them their due.

So to write them off as a "one-hit wonder" is a tad premature to say the least. (How do you explain Mini? Or Truth?)

By the same token, to say that they are "changing the world" is ridiculous. This is just advertising, dude. Get a grip.

Anyway, that's just one hack's opinion.

Posted by: boyo on June 29, 2005 10:11 AM

Like Chiat and Fallon were it for the eighties and Goodby and Wieden were it for the nineties, Crispin and Bernier are the way to go for the 00's

bernie.

Posted by: Brian Bernier on June 30, 2005 10:42 AM

Who's Bernier?
IMHO:
90's: Chiat, Goodby, Fallon, W+K, Arnold, Butler Shine, BBH, DDB London, Leagas.
00's: Crispin, Mother, Taxi, 180, Wexley, Amalgamated.
But those 90's shops are pretty much still kicking @ss. Except maybe Arnold? Either way, press just seems to love to gush after the boutiques.

Posted by: Horse on July 6, 2005 7:45 AM

Who's Horse?

Posted by: Brian Bernier on July 14, 2005 8:48 PM

if anyone can get me the new coke zero commerical please IM me at rtamilk10@aol.com or robis_dingle@hotmail.com

Posted by: rob butts on July 23, 2005 12:29 AM

The view from the people to whom you are selling:

12 people on a rooftop in New York kind of understates the global inclusion idea. All this while some very average tool performs a pathetic wannabe rap over a destroyed version of a commercial jingle that was originally so well-written and performed it went to the top ten on the charts. Now it's worthless.

I think that if there was some supervirus that killed only advertising executives the CDC should be permanently barred from curing it.

Do you people have any concept of reality or contact with anyone outside of Hollywood or NYC?

Posted by: Shane on July 26, 2005 12:22 AM

Have you see this? Is this for real? My nerdy programmer brother found it.

http://www.geocities.com/thezerocode/#dove

Maybe this whole commercial is a mindwashing experiment.

Posted by: Skinny on August 19, 2005 6:38 PM

Im making a class project about the coca cola commercial from 1971. i am amazed at how much information there is about this topic.

Posted by: magenta on February 26, 2009 3:12 PM







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