SITUATION

Uber Eats now delivers literally millions of products. The problem is most people only remember to use it for restaurant food, with most users actually only ordering from the same three restaurants. The sheer volume and diverse range of products made it hard for people to remember Uber Eats when they needed other products.

BRIEF

Launching in the most competitive season for attention - Super Bowl season - we needed to create a concept that would transform a rational marketing problem into something culturally indelible, creating a film that lived in culture and created its own conversation - so newsworthy and shareable that it would be unignorable - ultimately making Uber Eats’ extensive range worth remembering.

OBJECTIVES

Drive salience (memorability) of Uber Eats’ extensive product range

Deliver outsized attention via earned reach during a period of peak attention competition, specifically:

PR coverage

Social engagement

Social reach

Organic views

We open on Jennifer Aniston accepting flowers from Uber Eats, as her assistant remarks “I didn’t know you could get this on Uber Eats. I gotta remember that”. Jennifer responds “You know what they say - in order to remember something, you’ve gotta forget something else. Make a little room”.

We cut before we learn what Jennifer forgot, meeting a series of people who’ve remembered Uber Eats’ range by forgetting something else….with hilarious consequences.

A worker remembers coffee, but forgets the concept of a chair. The Beckhams remember groceries, forgetting Victoria’s iconic band. Jelly Roll forgets his face tattoos. Office supplies are remembered - but office pants forgotten. Returning to Jennifer, her consequences of making brain space for Uber Eats are revealed via a brutal diss of her long-time TV soulmate, David Schwimmer, now forgotten. Unspooling our most powerful collective memories to make Uber Eats’ extensive range truly worth remembering.

A campaign intended for US audiences became a global phenomenon, activating the force of fervent global fan bases from Friends, to the Spice Girls, to soccer, to country music and R&B, across generations, languages and regions.

Proving that this creative was both highly engaging and highly effective, the results exceeded all expectations and benchmarks, including:

#1 trending on YouTube (all organic)

350M+ organic social reach

3800+ earned media features

9.5B earned impressions

$160M earned media value

+ 184% increased social mentions vs. other Super Bowl launches

+398% increased social reach vs. other Super Bowl launches

Kellogg School of Management “A” grade for strategic effectiveness