Co-op's 'Round Are Way' Rendition Celebrates Community Spirit This Christmas

Today (December 1st) Co-op launches its Christmas 2020 TV advert. The heart-warming film features two young brothers who raise community spirits, after a pandemic filled year, by singing outside a Co-op store a cover of Oasis’ community anthem Round Are Way.

The ad, which launched on You Tube, celebrates that anyone can do their bit to help their local community and spread some festive cheer.

The advert shows two real-life brothers, Austin, aged 12, and Rocco, aged six, strum and sing the Oasis song. The duo start tentatively but gain confidence as more people stop to listen. They end by belting out the track, in a manner to do Oasis proud.

Ali Jones, customer director, Co-op said: “It’s been a tough year and our Christmas advert aims to raise a smile and, maybe even bring a tear to the eye. I love its simple and easy portrayal of how special moments can happen when family, community and goodwill come together. Qualities the Co-op represents and stands for every day.”

Danny Hunt, creative director at Lucky Generals 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.”

The ad is the second of the two Convenience retailer’s Winter 2020 campaign, where both have a central theme of the importance of community, and the difference that everyone can make by pulling together. 

The first appeared in mid-November highlighting the retailer’s pledge of doubling the amount of money it gives back to the community as part of the refreshed Co-op Membership programme. For every pound a member spends on own brand products, 2p goes to Community initiatives and local causes, whilst another 2p goes back to the members own wallet, alongside weekly personalised offers and member only in-store deals.

The Christmas ad has both a 30 and 60 second version playing out across December, appearing from today while a feature length 100 second version can be viewed on the Co-op’s YouTube channel. The overall campaign includes a media partnership with Global, alongside broad reach, multi-channel activities delivered across traditional, digital and social media.

Billy Boyd Cape, director at Academy, said: “Throughout this tough year we’ve seen communities come together and share in small acts of kindness - we wanted to celebrate that. Our approach was to be the antidote to the bells and whistles of conventional Christmas advertising. Instead making something humble, human and relatable. The work came together for all of us when we discovered our two young leads - who put such big smiles on our faces, we knew they would for the rest of the country too.