The Cooperative Blowing in the Wind

The Cooperative in the UK has launched a 2:30 TV advert featuring “Blowing In the wind”, sung by Bob Dylan. The television commercial, developed by McCann Erickson, London, shows dandelion seeds floating across the UK and Africa, symbolising the many ways in which the company’s ethical work is “good for everyone”.

Boy holds dandelion in The Cooperative TV advert


The “Blowing in the Wind” TV advertisement, aired for the first time during Coronation Street on February 16, points to The Cooperative’s agricultural work, operation of eight wind turbines, sponsorship of walking bus schemes for children, funding of research into global climate change, use of responsible sources of fish, carbon offsetting and engagement in Fairtrade practices.

A voiceover runs: “From community projects to a share of the profits, renewable energy to Fairtrade products, the Co-operative believe that when the benefits are passed around it’s good for everyone.”

Music is the track, “Blowing in the Wind”, released on 1962 album The Freewheelin’ Bob Dylan.

Click on the image below to play the video in YouTube (HD)

View the ad at The Cooperative and The Guardian.

Bob Dylan has rarely allowed the use of his material for a UK commercial. He apparently made an exception in this case because of the connection with ethical and fair-trade approach to business.

  • leigh

    i think this song is brill and we need more tv ads like this

  • David

    The big mistake was using the Bob Dylan version, especially when verses were deleted, so the lines do not even rhyme.

    The first version released, by Peter, Paul and Mary, would have suited the ad much better, because it is much softer and matches the visuals so much better.

    But good luck to the Co-Op, Nationwide, and John Lewis who don’t give their profits to shareholders, but to the people who matter:the customers and workers!

    David