Bob Dylan's music to be used in TV ad

His iconic "Blowin' in the Wind", which was the anthem of the 1960s generation, will form the soundtrack to The Co-operative's new advertising campaign, which will be aired for the first time next month.

The campaign is the culmination of The Co-operative Group's work over the past two years to re-brand its entire operation and its estate of 4,200 outlets. The Group will use the commercial to showcase what makes The Co-operative different from other high street brands.

Patrick Allen, the Co-operative's director of marketing, 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, so when Columbia Records told us Dylan had agreed, we were delighted. We have invested heavily in the re-branding exercise and now, through Dylan's iconic track, we can tell everyone about the new-look Co-operative."

Mike Smith, UK managing director of Columbia Records, said: "Bob Dylan has dominated popular music for five decades and is enjoying more popularity right now than ever before. His recent UK shows sold out in minutes and his music is all the more relevant for the world we live in today.

"It is rare for Bob Dylan to license his recordings to TV ads. The decision to do so with the Co-operative and 'Blowin' in the Wind' shows a willingness to embrace fresh ways of reaching a new audience through an ethical and Fairtrade organisation".

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