• Product/Brand - Co-Op Food
• Campaign - Fair And Square
• Song Title - Just So
• Composer - Obel
• Publisher - Wintrup Songs
• Artist - Agnes Obel
• Record Co - [PIAS] Recordings
• Music Supervisor - Soundlounge
• Ad Agency - Leo Burnett
• Creative - Justin Tindall, Hugh Todd, Richard Robinson, Graham Lakeland
• Film Company - Gorgeous
• Film Director - Vince Squibb
• Post Production - The Mill
• Air Date - 26 April 2014

These are hard times for the Co-Operative Society. The once proud mutual has been brought to its knees following the near collapse of its banking division

But as a food retailer the Co-Op still stands tall and has pledged to spend a massive £100m this year on a bid to become Britain’s leading convenience store.

At the heart of its new Fair And Square campaign is a series of touching TV ads which not only focus on cutting prices for essential items but cleverly reinforce the Co-Op’s core brand values and its reputation for caring and sharing.

Sadly these are also spots where the soundtrack plays second fiddle to the action. As a consequence the beautiful Just So, by critically acclaimed Danish singer songwriter Agnes Obel, has been reduced to little more than a handful of piano notes.

But, for those who remember being entranced by Joanna Newsom’s contribution to an Orange ad back in 2007, those notes offer an introduction to a rare and delicate talent with two [PIAS] albums (Philharmonics and Aventine), a string of just completed, sell-out UK dates and a recent Jools Holland TV appearance to her credit.