Co-op and Lucky Generals raise community spirits with mini Oasis tribute band

Co-op’s Christmas campaign communicates a substantial message with a light touch. Passers by take a pause in their day to enjoy two young brothers busking outside the supermarket, gaining in confidence as they sing Oasis song “Round Are Way.”

The stars are Austin, 12, and Rocco, six, with a supporting cast of shoppers who enjoy the moment in their own individual ways.

Lucky Generals creative director Danny Hunt said: “Co-op has been making a difference to local communities forever. It’s what they do. So, we decided to tell the story of these rascals. The brothers have nothing but a guitar, a Santa hat and a pocket full of swagger and in singing this track remind the whole street that regardless of what may be this Christmas, the sun still shines, the birds still sing and no matter who we are, we can all make a difference.”

This is the second ad in the campaign, which highlights the retailer’s pledge to double the amount of money it gives back to communities as part of the Co-op Membership programme. For every pound a member spends on own brand products, 2p goes to community initiatives and local causes while the member also gets a 2p rebate.

MAA creative scale: 7

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About Emma Hall

Emma Hall
Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.