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 Idris Elba’s inner monologue. He’s squaring off with a nemesis: a dramatic showdown. But it’s not the enemy you might expect the action star to take on. Instead, the lowly - even harmless? - fruit fly. No matter, he asserts his rightful power in his kitchen. As his internal narration trash talks the flies, he orders the necessary groceries. Stalk, hunt, trap, he creates a wine and fruit trap to defeat his enemies. With the trap set, Idris’s dramatic victory is all but assured. His thoughts crescendo: “On this kitchen island, I am….ALPHA”. For the first time, he speaks aloud. The moment is interrupted as Sabrina Elba enters the room to discover Idris mid-whisper-roar. His victorious moment turns to embarrassment. Supers appear, punctuating what can be delivered by Uber Eats: groceries, and what cannot: glory, just out of reach.