John Lewis and Waitrose find rhapsodizing elusive in first joint marketing campaign

I’m not a fan of Queen’s ‘Bohemian Rhapsody’ which puts me at something of a disadvantage with adam&eveDDB’s new epic for combined John Lewis & Partners and Waitrose & Partners (while acknowledging it does the strangest things to some people and its musicianship).

Both parts of the mutual have been rebadged to emphasise staff (or partners as they’re styled) in the hope that service can help JL in particular escape the travails of the high street. Not entirely sure about this either but no-one seems to have a fool-proof answer.

“When you’re part of it you put your heart into it” goes the new line.

Anyway, here we go with a surprise performance at a school concert.

It’s a brave attempt, nicely done although the awe-struck parents in the audience are somewhat de trop.

But Bohemian Rhapsody requires a bit of shock and awe to work and this doesn’t have it (unlike Channel 4’s ‘Paralympics’ number).

MAA creative scale: 5.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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