It’s another John Lewis blockbuster. It involves kids. It will make you wish you’d thought of it. It’s another adam&eve/DDB John Lewis ad.
The new epic production directed by Dougal Wilson is the film of a school performance. A performance of Queen’s Bohemian Rhapsody with just a tad!? higher production values than parents are accustomed to experiencing. And that’s the point of the ad. After dazzling the audience of parents, and the ad’s viewers, the title reads, When you’re part of it, you put your heart into it.
The two-and-a-half minute film introduces the new visual identities for Waitrose & Partners and John Lewis & Partners created by design agency, Pentagram, and highlight their partnership business model in which all employees have a stake in the business. This differentiates the companies from their competitors. It also carries a new tagline, For Us, It’s Personal, and is part of a wider campaign of print ads and online content, both of which contain the new manifesto expressed by employees. The content will also highlight the stories and skills of more than 100 real-life partners from across both companies. The social media component will run with the hashtag, #wearepartners. John Lewis is not letting go of its classic promise, Never Unknowingly Undersold, which has underlined the brand since 1925, but will incorporate both into its communications.
The film was launched during Channel 4’s Great British Bake Off on September 4 and will also run in trailers for the upcoming film, Bohemian Rhapsody, by 20th Century Fox.
https://youtu.be/hOmZXG19Ets
