Channel 4 is marking a sonic first this Christmas after the broadcaster agreed to license the theme tunes to some of its biggest properties to the Co-op, enabling the retailers Christmas carol singers to belt out their own renditions of The Snowman, Gogglebox,The Crystal Maze and Countdown.
The festive choir will star in a series of 20 second ads to be broadcast from this evening with their musical interludes sprouting during the ad breaks immediately preceding their respective shows.
In each piece the Co-op’s own troupe of seven carol singers, best known for singing the Blur song ‘Tender’ during the Co-op Christmas ad, which showcases the power of food and music to bring people together over Christmas.
Amanda Jennings, marketing communications director at the Co-op said: “This Christmas is about togetherness at Co-op and we were able to capture some amazingly warm and natural performances from the community groups in our advert. This comes across in these innovative films with Channel 4 and it’s really exciting to see the ‘feel good’ factor they create.”
Chris Braithwaite, agency principal for Channel 4, added: “Partnering with Co-op for the first time for a genuinely new innovation, using our iconic theme tunes, perfectly complements their stand out Christmas TV campaign and our viewers will just love it.”
Each musical number has been recorded and produced by Drum and will run throughout the Festive period in tandem with the Co-op's 'Christmas is Coming Together push by Forever Beta.