What is the song on the Co-op advert?

The song is 'Whoomp! (There It Is)' by Tag Team, the Atlanta hip-hop duo who released it in 1993. It appears in the Co-op 'Plot Twist' campaign, produced by Girl and Bear and created by advertising agency VCCP.

Where the track first appeared

Tag Team recorded 'Whoomp! (There It Is)' in 1993. The single climbed to number two on the US Billboard Hot 100 and spent 18 weeks in the UK top 40, peaking at number 34. The track became a fixture at sports arenas, house parties and school discos throughout the decade. Its call-and-response structure (one voice shouts 'Whoomp!', the other answers 'There it is') made it easy for crowds to join in, which is why it has survived three decades without disappearing into nostalgia playlists.

The duo consisted of Cecil Glenn (DC the Brain Supreme) and Steve Gibson (Steve Roll'n). They met in Denver, Colorado, but recorded the track in Atlanta. The song was built around a sample from the 1980 disco track 'I'm Ready' by Kano, with production by Multi Platinum Productions. Tag Team released one album, Whoomp! (There It Is), in 1993, but never matched the success of the title track.

Why Co-op chose this particular song

The 'Plot Twist' campaign needed a track that signals a reveal. Co-op wanted something instantly recognisable but not overused in recent advertising. 'Whoomp! (There It Is)' fits both criteria. The song's hook arrives in the first three seconds, which matters when you have a 30-second TV slot. It also carries no strong brand associations from previous campaigns, unlike tracks such as 'Don't Stop Me Now' or 'Mr. Blue Sky', which have been licensed so often they risk feeling generic.

VCCP, the agency behind the campaign, has worked with Co-op since 2016. Girl and Bear, the production company, specialises in food and retail advertising. Native Music Soho confirmed the track details on their Facebook page in May 2023, listing the song title, artist, production house and agency in a single post.

Where to listen now

You can stream 'Whoomp! (There It Is)' on Spotify, Apple Music, Amazon Music and YouTube. The original 1993 recording is the version used in the advert. Search for 'Tag Team Whoomp' and it will appear as the first result. The album version runs 4 minutes 13 seconds, though the radio edit (3 minutes 42 seconds) is the one most people remember.

If you want the full context, the album Whoomp! (There It Is) is also available on streaming services, though none of the other tracks achieved chart success. The single itself has been certified platinum in the US and gold in the UK.

What happened to Tag Team after 1993?

The duo released a second album, Audio Entertainment, in 1994, but it failed to chart. They continued performing at 1990s nostalgia events and university gigs throughout the 2000s. Steve Gibson left the group in 1995, and Cecil Glenn carried on with various replacement members. The track itself has been licensed for films, TV shows and adverts dozens of times since its release, generating ongoing royalties even though Tag Team never had another hit.

How the advert was made

Girl and Bear filmed the 'Plot Twist' campaign in London in early 2023. The advert shows shoppers in a Co-op store experiencing unexpected moments (a man finds his favourite biscuits back in stock, a woman discovers a meal deal she thought was sold out). The track plays over the top, with the 'Whoomp!' hook timed to each reveal. The campaign ran on ITV, Channel 4 and Sky during primetime slots in spring and summer 2023.

VCCP's brief to Girl and Bear specified a 'positive surprise' tone, which is why the production company avoided any dramatic or suspenseful visuals. The lighting is bright, the cuts are quick, and the song does most of the work in signalling the twist.

Why 1990s hip-hop works for supermarket advertising

A 30-year-old track appeals to two demographics at once. Viewers in their 40s and 50s remember the song from its original release, which creates an instant emotional connection. Younger viewers recognise it from TikTok, where 'Whoomp! (There It Is)' has been used in over 200,000 videos, often as a punchline or reveal soundtrack. Co-op benefits from both associations without having to explain the reference.

The track also avoids the licensing costs of a current chart hit. A song from 1993 costs a fraction of what a 2023 release would demand, and it carries no risk of the artist becoming controversial or the song dating badly. Tag Team has no social media presence to manage, no ongoing PR scandals, and no reason to object to the licensing deal.

If you heard the song on TV and could not place it, you now know: it is 'Whoomp! (There It Is)' by Tag Team, and it has been soundtracking surprise moments since 1993.