The Co-op will today (1 December) debut its headline Christmas TV ad, which features several community groups – from a pensioner’s choir to beatboxers – singing a cover of Blur’s Tender.

The campaign, created by agency Forever Beta, has no actors and is filled with real-life communities the Co-op brand directly benefits. Running across channels such as TV, video-on-demand, digital video, out-of-home, press and radio, there will also be mini films available online that tell the individual stories of the people featured.

Unlike the rest of the headline Christmas campaigns, the Co-op decided to delay the launch of its festive ad. It has conducted research that shows 50% of Brits believe Christmas doesn’t officially start until 1 December, with three out of five consumers stating Christmas ads currently start far too early.

Speaking to Marketing Week, the Co-op’s marketing communications director Amanda Jennings explains: “It’s really hard to stand out when everybody is running a campaign around yours. While it’s tempting to be in the November race [with John Lewis] because of the buzz it generates, it…