The Co-op has continued its festive advertising tradition of doing things differently – and launching its ad later than rivals.

Last week it launched a live ad, which went out during Coronation Street. A risky move, which Co-op countered by getting Dermot O’Leary – the safest pair of hands in broadcasting – to front it. We met O’Leary outside a community centre in Feltham, which hosts a Hubbub Community Fridge Project – supported by Co-op, of course.

In just two minutes, O’Leary greeted the room, conducted an interview that explained the concept, introduced a cooking demo from rapper Big Zuu, worked in a cute X Factor joke, got a kid to rate the meal, and danced off to do the washing-up. What a pro!

It’s not super-Christmassy – but that’s the point. Shorter cut-downs will work nicely throughout December.