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The Co-operative is asking consumers to "join the revolution" in its latest TV campaign, and cement itself as one of the UK's most socially responsible businesses.

The 60-second TV ad encourages consumers to live for a sustainable future as part of its Ethical Plan, which aims to cement its reputation as the most socially responsible businesses in the UK.

Spanning TV, press and social media, the campaign, created by TBWA\Manchester, provides guidance on how people can set up their own co-operative businesses and fund community projects for Fairtrade and ethical investments.

The TV ad describes the first successful retail co-operative, which launched in 1844. The ad was directed by Luke Scott through production company RSA. The copywriter was Sarah Musker, art direction was by Paul Gregson, and Rocket handled the media planning and buying.