[Source: NME.com] Bob Dylan has allowed his famous protest anthem “Blowin’ In The Wind” to be used in an advertising campaign.

The 1963 song will soundtrack a campaign for [UK chain] The Co-operative’s food shops, funeral homes and financial services.

According to Brand Republic, the organisation’s ethical dimension is believed to have played a role in convincing Dylan to approve the song’s use.

“When we put the ad together we were astounded that no one had ever used ‘Blowin’ In The Wind’ in this context before,” explained The Co-op’s Patrick Allen. “We felt the sentiments expressed in Dylan’s masterpiece summed up the optimism we have for the Co-operative.”

The new campaign is not the singer-songwriter’s first foray into advertising – he actually appeared in an advert for lingerie makers Victoria’s Secret in 2004.