Dylan allows protest song to be used in Co-op ad
LONDON - Bob Dylan's iconic protest song 'Blowin' in the Wind' is featuring in a new campaign to celebrate the Co-operative's nationwide revamp of its 4,200 stores.
The rebranding of the Co-operative has been underway for two years with the aim of bringing together the movement’s different brands such as Food, Funeralcare and Financial Services.
The Co-operative said the campaign aims to show why it is different from other brands. The revamp of the retail network has been one of the priorities for the Co-operative's director of marketing, Patrick Allen, since he took the post 18 months ago.
ADVERTISEMENT
Obtaining permission from Dylan is something of a coup for the Co-operative and it has been suggested the group’s ethical stance played a part in Dylan's decision.
The singer has previously appeared in US ads for lingerie brand Victoria's Secret, where he shared scowling screen time with a scantily clad model and his song 'Love Sick' was the soundtrack, and Cadillac's Escalade SUV. His music has also been used in an iTunes ad.
Dylan also allowed 'Knocking on Heaven’s Door' to be used in 1996 to help raise funds for the victims of the Dunblane killings. It was the first time he allowed the lyrics to a song to be changed.
Allen said: "When we put the ad together we were astounded that no-one had ever used 'Blowin' in the Wind' in this context before. We felt the sentiments expressed in Dylan's masterpiece summed up the optimism we have for the Co-operative."
Dylan: Co-op ad features 'Blowin' in the Wind'
Jobs
- Digital Content Manager, Sage UK Limited
- , North East England
- Account Manager, Livewire PR
- £27-33K, West London
- MARKETING MANAGER :: INTERNATIONAL PROPERTY COMPANY, Dylan*
- Up to £55k + fantastic bens, Central London
- STAFFING AGENCY :: INTEGRATED AGENCY, Dylan*
- ,
Comments
Dan Leahul - 28/01/2009
At least he's not shilling gas-guzzling US SUV's... oh wait.
Jeremy Lee - 28/01/2009
Bob Dylan is over-rated
gotnoteef - 28/01/2009
I'm not a Dylan fan paticularly, but that's some statement there Mr Lee.
Jeremy Lee - 28/01/2009
I like the way that he 'allowed' it - did he not take any money from the transaction? Over-rated and hypocritical as I say
Julian Esposito - 28/01/2009
Surprised by this I have to say, didn't think Dylan was the selling out kind of person, especially when it came to certain songs like Blowin' in the wind. It seems with the right amount of cash, anything is possible.
Jeremy Lee - 28/01/2009
Make him a Labour peer and bung him in the Lords
Andrew Chapman - 28/01/2009
Well it is the credit crunch, even Dylan needs dosh
AwallafaShagba - 28/01/2009
Run out of white card Dylan ?
Steven - 28/01/2009
Obviously Bob Dylan can see the Co-operative's potential in becoming the defining brand of the next decade. Funny how things always come full circle that the value and principles of co-operatives are back in vogue. Apparently the £10m ad campaign includes a two-and-a-half minute spot, one of the longest ever to be run on UK terrestrial TV, so hopefully it will be money well spent. The Co-operative in my opinion deserve to succeed in this world of corporate greed.
stella hong - 29/01/2009
As overrated as Dylan can be, he's still a legend. In this gloomy recession period, the rockstar, still needs to do something to keep up with the times yeah. Speaking of which Persel Gardner is hiring a interactive Digital Producer and blizzard entertainment is looking for candidates. Have a look here http://www.jobstaxi.com/viewjob.php?jobid=112328