David Reviews: Co-op Supermarkets 'Mother's Day'

The Co-op aren’t shy about embracing the past. Since reviving their 1960s logo last year, the supermarket have emphasised traditional values and community spirit - the kind of things you see immortalised in grainy film footage.

Such thinking inspires this affectionate Mother’s Day ad. A woman looks beyond flowers and chocolates for the occasion; instead, she brings mum and the whole family together for a filmic trip down memory lane.

The ad flits between past and present, offering a vivid insight into one family through the decades. The brand plays a subtle yet vital role in completing this cinema experience - after all, every film tastes better with popcorn.

There's a positive line about preserving memories, both tangible and abstract. As technology improves, families such as this one are able to usher treasured home videos into the digital age. A timely piece of communication about keeping family recollections alive.