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 Michael Cera’s awkward inner thoughts. He’s alone, at a pool party, experiencing Cera-esque social anxiety. He tells himself, this is fun. It’s not. Even worse, people are stripping down and getting in the pool. Michael’s thoughts begin to race: there’s no way he’s getting in. He needs an excuse. Whipping out his phone, he orders snacks from Uber Eats. Genius. As long as he’s eating, he can’t get in the pool: 30 minute rule, everyone knows that. As Michael savours his food with teeny bites, the revellers knock the food from his hand. “That’s ok” he tells himself, he can get out of this without food as his crutch. “Just say something cool and awesome” he thinks. He fails. Supers appear, punctuating what can be delivered by Uber Eats: party food, and what cannot: a party personality. At least for Michael Cera.