The Co-operative, Bob Dylan and Blowing in the Wind
- February 18th, 2009
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After many years of working for big business, chasing profit for shareholders, I moved on via a few years in the NHS, to working for The Co-operative movement, and last night while spending a few minutes wthcing televison I was lucky enough to see the latest advertisment for the group. I am not often moved to actually write about such an event, but this video is, for me, special and made me feel very proud to work for such an organisation. The video can be seen on the website here:
http://www.co-operative.coop/aboutus/
or here at The Guardian newspaper
http://www.guardian.co.uk/media/video/2009/feb/16/bob-dylan-co-op-ad
Quote from The Cooperative Blowing in the Wind | The Inspiration Room™ | Daily:
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”.
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. Unfortunately, as copyright is held by Warner Music Group, the video cannot be seen (and heard) on YouTube.
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.



















