Co-op - Ice Cream / “It’s what we do” (2019) :30 (UK)

Two little old ladies who enjoy open water swimming, have a dip and chat. According to ad creators Lucky Generals, their gabbing is completely unscripted but they still manage to long for ice-cream and explain that Co-op has replaced plastic carrier bags with environmentally-friendly alternatives. Which, in the end, keeps the open water swimming sea clean for these swimming ladies. I'll pass on the swim, thanks, but I wouldn't mind some ice-cream.

Ali Jones, Customer Director at Co-op said: “Building stronger communities by being a stronger Co-op is what we do and we are committed in helping our members and customers to make more ethical choices. Reducing the environmental impact of products is and always has been at the core of Co-op and the introduction of compostable bags in stores where local authorities accept them, is helping to reduce plastic contamination in a targeted way.”

Kate Murphy, Creative Director at Lucky Generals, said: “In this ad we knew we needed to bring an important message to life, but in a relatable and lighthearted way. Our swimmers, Jackie and Margot answered this perfectly and were an absolute joy. They brought such fun and warmth to the day, despite having to swim around in some very cold water.”

Brand: Co-op

Client name and job title: Alison Jones, Customer Director at Co-op

Creative Agency: Lucky Generals

Director: MJ Delaney

Production Company: Merman 

Production Company Producer: Lucy Tate

Executive Producer: Siobhan Murphy

Editing House/Editor: Rebecca Luff @ tenthree

Post Production: The Mill

Sound Design: James Cobbold @ 750mph

Audio Post-Production: 750mph