Co-op community choir delivers angelic renditions of Channel 4 theme tunes in pioneering partnership

Co-op and Channel 4 are launching a series of TV spots in which singers from the retailer's Christmas campaign perform vocal versions of four hit TV show theme tunes - marking the first time the broadcaster has licensed its music in this way.

The four shows getting the Co-op treatment are Gogglebox, Countdown, The Crystal Maze and Christmas animated special The Snowman, which debuted on Channel 4 on 26 December 1982, the year the channel was established.

The spots follow Co-op’s main Christmas ad, created by Forever Beta, in which community music groups supported by the retailer perform a new version of Blur’s 1999 gospel-tinged ballad, Tender.

The new ads were created by Drum, and developed through PL4Y, 4Sales's creative approach. The campaign is the result of a partnership between Co-op's media agency Rocket, 4Sales, Drum and Forever Beta.

The campaign was created by Claire Baker and Tom Blackwood, and directed by Sam Wrench.

Amanda Jennings, marketing communications director at 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 ad.

"This comes across in these innovative films with Channel 4 and it’s really exciting to see the ‘feel good’ factor they create."

Mark Girling, chief executive of Rocket, added: "We think this a very effective way of amplifying 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."

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