The Co-op: advert-top-1 by Forever Beta

Co-op has unveiled its Christmas advert, after a self-imposed Christmas advertising ban meant it didn't undertake TV festive advertising until 1 December. The new ad features a host of unsigned music groups who have created a new version of a modern Britpop classic, Tender by Blue. The song has also been released to raise funds for charity.

New research by Co-op reveals that almost half the nation says that the first day of December is when they actually start to feel the Christmas vibe, while three out of five Brits say they feel Christmas adverts start too early.

The full 60-second advert, filmed in the brand’s home city of Manchester and around the North West, features seven community groups from across the UK. The acts include a pensioner’s choir, a vocal rugby team, urban beat boxers, a 93-year-old ukulele player and a Manchester reggae act. The track will be available to download from all mainstream music platforms with proceeds going to the Co-op Foundation.

As there were no actors cast in the advert the director, Max Fisher – who has a background in youth work – spent time with each community music group to build rapport ahead of filming. There were intentionally no rehearsals in advance of the shoot, so the interactions in the advert are all genuine and illustrate the authentic feelings of happiness that come from spending time with friends and family at Christmas.

The full 60-second ad and two 30-second edits will appear during high-profile television slots across the channels. The ad, which was created by advertising agency Forever Beta, will feature across TV and digital platforms.