John Lewis & Partners + Waitrose & Partners - Bohemian Rhapsody
Waitrose and John Lewis have launched their new visual identities ‘Waitrose & Partners’ and ‘John Lewis & Partners’. The change has been designed to be more explicit about their Partnership business model, which is a key differentiator from their competitors. The advert tells the story of primary school children putting on a very special performance to Queen’s ‘Bohemian Rhapsody’ much to the surprise of their mums and dads in the audience. It features the line: ‘When you’re part of it, you put your heart into it’. It’s designed to bring the Partnership’s commitment to its customers to life by showing that when you are part of something, you go the extra mile and the results can be extraordinary.