The eight online films, called "the eggsperiments", show real-life scenarios where a member of the public has stepped in to help a stranger in need (the stranger is an actor).
One spot shows a man sitting on a park bench with broken arms, unable to eat his sandwich. Numerous strangers offer to help him and are unaware they are being filmed.
Created by Forever Beta, the videos are being backed up with a social media campaign for people to nominate a ‘good egg’ that they know on Facebook.
The ads were written by Charlie Warcup and art directed by Joe Goicoechea at Forever Beta. Tom Gorst directed the films through Full Fat Films, while Rocket handled the media.
Sam Walker, the senior marketing manager at the Co-op, said: "As a community retailer, we wanted to show that people of all ages can make someone’s day without giving up lots of time or money – the simplicity of one kind gesture can have a huge impact.
"We hope this video encourages people to nominate their own good eggs and give them the recognition they deserve."
Last year the Co-op released a Christmas ad depicting a young man who buys food for his elderly neighbour during an icy winter. The campaign encouraged acts of kindness to strangers.