Dylan allows protest song to be used in Co-op ad

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.

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."

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All comments

• Dan Leahul
• 28 January 2009, 09:50AM
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At least he's not shilling gas-guzzling US SUV's... oh wait.

• Jeremy Lee
• 28 January 2009, 10:27AM
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Bob Dylan is over-rated

• gotnoteef
• 28 January 2009, 11:43AM
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I'm not a Dylan fan paticularly, but that's some statement there Mr Lee.

• Jeremy Lee
• 28 January 2009, 11:51AM
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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 January 2009, 12:23PM
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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 January 2009, 12:35PM
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Make him a Labour peer and bung him in the Lords

• Andrew Chapman
• 28 January 2009, 02:56PM
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Well it is the credit crunch, even Dylan needs dosh

• AwallafaShagba
• 28 January 2009, 05:30PM
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Run out of white card Dylan ?

• Steven
• 28 January 2009, 06:54PM
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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 January 2009, 06:45AM
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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