An acclaimed British filmmaker - famed for his gritty productions - has directed an advert featuring partying members of a West Cumbrian club.

BAFTA award winner Shane Meadows, who is best known for the British cult film series This is England, is working with the Co-op to direct a series of adverts which includes the Moor Row Jubilee Club.

The club, which is benefiting from the Co-op’s new membership scheme, stars in a director’s cut of the advert, which is being shown in cinemas ahead of the new Trainspotting sequel, T2, UK-wide, and will also feature in TV adverts due to air in April.

One of the stars of the advert is Susan Robson who was filmed dancing on a table.

She said: "Being filmed was a bit frightening at first, but after a while I thought why not – let’s go for it. There were only a few of us dancing so I thought I’d give them something interesting to film.

"Years ago in our small working men’s club, they only had a little dance floor and there never used to be any room to dance, so I started dancing on the tables.

"We had a lovely afternoon – we forgot the cameras and our inhibitions."

The series of adverts is a change for director Mr Meadows who does not usually work with brands.

He said: "When the Co-op asked me if I'd be interested in making a film about all the charity projects they are now committed to helping, I have to be honest and say I had no idea what they were really up to or what separated them from any other supermarket chain.

"I'd unofficially retired from making commercials a number of years back, but as this seemed to be coming from a genuinely good place, I was intrigued enough to find out more.

"Once I realised I could use the actual people from the groups rather than a load of advert actors, I was in."

Mr Meadows added: "With this sort of material you never know how it's going to turn out until you get there - filming real people just doing what they do with no script and no real structure is always a bit of a leap of faith.

"Once we began the first day's shoot with a group of children, I knew we had the opportunity to make something both touching and unique."

The Moor Row Jubilee Club, which is for people over the age of 55, meets fortnightly to socialise and make new friends.

It was chosen specifically to feature in the adverts to illustrate the Co-op’s support for local causes.

Under the Co-op’s new membership offer, members receive a five per cent reward for any purchases they make of own-brand products and services, with a further one per cent directly benefiting local causes.