UK TV Advert Song & Music Database

May 5 2014 | Co-Op Food | Fair And Square

POSTED BY ON 5 May 2014

  • Product/Brand - Co-Op Food
  • Campaign - Fair And Square
  • Song Title - Just So
  • Composer - Obel
  • Publisher - Wintrup Songs
  • Artist - Agnes Obel
  • Record Co - [PIAS] Recordings
  • Music Supervisor - Soundlounge
  • Ad Agency - Leo Burnett
  • Creative - Justin Tindall, Hugh Todd, Richard Robinson, Graham Lakeland
  • Film Company - Gorgeous
  • Film Director - Vince Squibb
  • Post Production - The Mill
  • Air Date - 26 April 2014

These are hard times for the Co-Operative Society. The once proud mutual has been brought to its knees following the near collapse of its banking division

But as a food retailer the Co-Op still stands tall and has pledged to spend a massive £100m this year on a bid to become Britain’s leading convenience store.

At the heart of its new Fair And Square campaign is a series of touching TV ads which not only focus on cutting prices for essential items but cleverly reinforce the Co-Op’s core brand values and its reputation for caring and sharing.

Sadly these are also spots where the soundtrack plays second fiddle to the action. As a consequence the beautiful Just So, by critically acclaimed Danish singer songwriter Agnes Obel, has been reduced to little more than a handful of piano notes.

But, for those who remember being entranced by Joanna Newsom’s contribution to an Orange ad back in 2007, those notes offer an introduction to a rare and delicate talent with two [PIAS] albums (Philharmonics and Aventine), a string of just completed, sell-out UK dates and a recent Jools Holland TV appearance to her credit.

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