SITUATION

Uber Eats had long built its proposition on delivering restaurant food. After dramatically expanding their range to include literally millions of products - from shampoo to tech to groceries, alcohol, office supplies and more - making this expanded, near-endless range of available items famous.

BRIEF

Launch Uber Eats’ platform ‘Get almost almost anything’ with a playful discussion about what Uber Eats does and does not deliver: ultimately proving the expansive range of products available. With our competitors exponentially outspending us we had to earn outsized impact, cut-through, and engagement - we couldn’t simply communicate rational product range messages. Instead, we tapped into the voyeuristic nature of celebrity culture, crafting genuinely entertaining looks into the lives, anxieties, desires, and shortcomings of beloved stars.

OBJECTIVES

Create awareness of Uber Eats’ expanded product range: now delivering almost anything

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

The film opens with Helen Mirren’s famous narration. Regal, she looks out her window, as her inner monologue narrates life below. As the camera approaches, she catches herself accidentally narrating real life again. “You stupid sausage” she thinks. Distracted by the prospect of sausages, she orders groceries on Uber Eats to cook breakfast. Her internal monologue returns, narrating the morning, before she frustratedly catches herself. The doorbell rings: groceries are here. As she collects the groceries, she sees her neighbour and speaks aloud for the first time, absentmindedly still narrating her innermost thoughts: “Helen wondered what her neighbour looked like naked”. The neighbour, hearing her, is stunned. Helen’s inner monologue returns as she disappears inside “Helen picked up her groceries…and wanted to die”. As supers appear, punctuating what can be delivered by Uber Eats - groceries - and what cannot…with grace remaining elusive, even to the Dame.