Channel 4, Drum, and Rocket today announce a unique festive partnership with Co-op to create a bespoke campaign starring community musical groups who appear in the convenience retailer’s Christmas TV ad, performing iconic theme tunes from Channel 4 shows.
Launching on Thursday 14th December 2017, each 20 second ad features the groups from the TV commercial carol-singing the theme tunes of The Crystal Maze, Gogglebox, Countdown or Channel 4 Christmas classic The Snowman, and will be placed in the breaks immediately preceding the shows.
Co-op’s current Christmas advert, which features seven community groups singing the Blur song ‘Tender’, also airs within the same breaks, showing food and music bringing people together this Christmas.
The theme tunes and films have been expertly recorded and produced by Drum and this campaign represents the first time the music for Channel 4’s programmes has been used and licensed in this way.
The partnership is the result of collaboration between 4Sales’ through their creative approach PL4Y, Drum, Rocket and Forever Beta.
The campaign will run throughout the Christmas period.
Amanda Jennings, Marketing Communications Director, 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, Channel 4 said: “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.”
Claire Baker, Creative Director, Drum said: “We’re thrilled to have worked with Co-op’s talented community music groups in creating these films. The acapella versions of the much loved theme tunes can’t help but put a smile on your face.”
Mark Girling, CEO, Rocket said: “We think this a very effective way of amplifying The Co-op’s great Christmas food offering via Channel 4’s biggest, best-loved programmes and creates stand-out in the massively competitive TV market at this time of year”.