You’re really hungry but there are so many choices on the food delivery app. It’s a dilemma. You want this, and you want that…and on Just Eat it’s all available. Sydney independent agency, ABEL, and Eardrum, have created a “Pavlovian” series of inner monologues that stands out boldly against the usual shout-y litany of options, in a campaign called This Body Says. The campaign, with its viewpoint of the Just Eat user, exemplifies the “what’s in it for me” imperative in advertising.

The Australian partners created 50 unique pieces of content and more than 3,000 assets from a campaign that spread across 10 Europe markets, all relying on charming humour.

ABEL knew how critical the vocal character would be to the campaign, especially as it would need to translate across multiple languages and cultures.

“We had created a very surreal and playful visual world,” stated ABEL co-founder, Nicole Jauncey. “While I didn’t have a particular voice in mind, I knew Eardrum would surprise us.”

The voice they cast was British actor and comedian, Mark Heap [Ghost Train, How Do You Want Me?, Stressed Eric, Green Wing, Spaced etc].

Eardrum’s head of casting, Kate Wylie, explained, “We defined 5 different personality types and presented a range of international actors to match. The ‘scatty professor’ route was chosen and Mark Heap does this better than anyone.”

“I’ve worked with Mark a few times so knew that to get the best performance he needs clear direction with the freedom to experiment and play,” added Ralph van Dijk, Eardrum’s founding creative director. “His individual comedy timing and sweet whimsy really elevates the creative.”

The result is a campaign that feels grand in scale and surprisingly intimate.

Credits:
Creative Agency: ABEL
Client: Just Eat Takeaway
Voice Casting & Directing: Eardrum
Head of Casting: Kate Wylie
Audio Director: Ralph van Dijk
Audio Post: Sonar
Film Production: Finch