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Published on May 6, 2008
Togetherness - feeling connected to your family and friends, a community and the planet is the first step to tear down the barriers between cultures. Deep down inside, we are all social creatures who find our greatest fulfillment and happiness when we are connected in positive ways to the people that surrounds us. Perhaps this is our real goal: to feel good about our lives and share this feeling of happiness with others.
In the 21st century global community, lives all over the planet intertwine more than ever through communication technology and the travel democracy. If nowadays generation is taught that our interpersonal, cultural differences are a rich heritage, a tribute to the unique character of our species, they will enthusiastically embrace diversity.
In many ways, we could say that 'Coca-Cola' has always embraced this idea: make the world a little bit better by passing on happiness by building understanding of and appreciation for the differences in human beliefs and cultures. By fostering the sense that, in the most profound way, we are all one family, the human family.
No wonder that 'Coca-Cola''s 'Hilltop' spot was one of the most successful TVCs ever produced. Its huge success can not be explained simply because the images were appealing and the tune catchy, but because the message taps into a profound, human longing for community.