20,000 Coke Ads Go to Library of Congress
A T L A N T A, Nov. 29 -- The Library of Congress is getting a Coke and asmile.
Coca-Cola Co. is donating all 20,000 of its TV commercialspromoting the sweet soft drink for preservation at the library. Thegift is worth $1 million.
The five-decade collection will include classics such as the1971 “hilltop” ad, featuring the peace-and-love ditty, “I’d liketo teach the world to sing,” and the 1979 heartwarmer that said,“Have a Coke and a Smile.”
Valuable Bits of History
Old TV ads are valuable bits of history that often are ignored,said Patrick Loughney, head of the moving-image section of thelibrary. But unlike many companies, Coke is a pack rat when itcomes to commercials. Loughney called Coke’s archive among the bestin corporate America.
The donation is part of Coke’s celebration of the 50thanniversary of its first TV ads. Three vintage ads are running ontelevision again, and the library will make eight ads availableonline.
The donation will arrive in Washington over three to five yearsas the company digitizes the ads.
‘Clunkers and Classics’
It isn’t a selective process. “We’re giving the clunkers away with the classics,” saidStephen Jones, chief marketing officer.
The Coke donation will join the library’s collection of TV adsthat includes the Miller Brewing Co.’s “Tastes Great — LessFilling” spots for Lite beer.
One of the more famous Coke pitchmen, former Pittsburgh Steelersdefensive tackle “Mean” Joe Greene, said today he had no ideahis Coke commercial would be one day be considered a classic.
“It’s incredible the life that the commercial has had,” Greenesaid. “It’s been very, very special to me and for me.”
Teaching Diversity
In other Coke news, the company said today it will donate $1.5million to establish an Atlanta-based academy to help trainbusiness and government leaders to better manage diversity issues.
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