John Lewis and Waitrose have launched a joint marketing campaign, called “& Partners”, to celebrate their rebranding as John Lewis & Partners and Waitrose & Partners.
“At John Lewis, and at Waitrose, we’re more than employees, we’re Partners. Which means we all have a share in the business, and we all have a shared commitment: to go above and beyond, for every customer. That’s why we’ve added Partners to our names.” John Lewis explains.
The campaign includes a joint spot created by Adam & Eve/DDB and directed by Dougal Wilson (who has directed some of John Lewis’s most famous ads including “Buster the boxer” and “Monty the penguin”), that tells the story of primary school children who put on a special school performance to Queen’s classic song “Bohemian Rhapsody”, leaving the audience stunned. The film ends with the onscreen line “When you’re part of it, you put your heart into it” flashing across the screen.
The advert will make its TV debut during The Great British Bake Off this evening, Tuesday, September 4, and will start rolling out in cinemas nationwide from 7 September, including in trailers for the 20th Century Fox film about Queen, “Bohemian Rhapsody”.
The campaign, that carries the tagline “For us, it’s personal,” also includes a manifesto appearing in print ads and spoken by real John Lewis and Waitrose partners in films played in shops and online.