John Lewis & Waitrose perform Bohemian Rhapsody with space-age twist

In a joint commercial for John Lewis and Waitrose, adam&eveDDB created an intergalactic spectacular of a film, featuring schoolchildren performing a rendition of Queen’s “Bohemian Rhapsody” with a space-age twist.

Developed to rebrand the retail brands as John Lewis & Partners and Waitrose & Partners respectively, the creative reaffirms the values and power of the unique Partnership model. The central idea of this fully integrated campaign highlights the Partnership’s cooperative ideals with the line, “When you’re part of it, you put your heart into it.”

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