It was fun, Katy Perry, but it’s time for Christina Aguilera and Latto to front Just Eat’s Did Somebody Say. Perry’s candy-coloured pop art world has given way to classical glamour.
It’s also the first time the McCann London creative has used two artists and two different musical genres for the world-famous platform. Latto’s exhilarating hip-hop energy combines with Christina Aguilera’s spectacular vocal range to create an unexpected showstopper that reflects the surprise the range of Just Eat’s choices bring – takeaways, including sushi and gyoza, as well as everyday essentials such as groceries.
Susan O’Brien, VP global brand at Just Eat Takeaway.com, commented, “Snoop Dogg helped us to emotionally connect with audiences and boosted our cultural currency, while working with Katy Perry famously supporting the brand platform Did Somebody Say cemented Just Eat’s role as the answer to all food cravings. As our business evolves to offer more choice and convenience from your favourite local takeaway to dine-in dishes and everyday essentials, it’s only right that we evolve our successful creative formula. The electrifying mix of Christina Aguilera and Latto is not only unexpected, but it reinforces the message that you’ll be amazed at the selection and quality available on Just Eat.”
The production brings together the very best of the industry, with the new film directed by music video veteran, Dave Meyers, the man behind music videos including Kendrick Lemar’s Humble, Taylor Swift’s Me! and most recently Gorilla for Little Simz. The striking visuals that capture both Christina Aguilera and Latto’s aesthetics, and choreography by legendary hip-hop choreographer, Hi-Hat who has worked with Rihanna and Jay-Z.
Rob Webster and Alexei Berwitz, creative directors at McCann London,commented, “We wanted to bring the element of surprise to this creative, and thanks to our ever-courageous clients and the amazing efforts of all involved, this campaign hits unexpected notes at every turn – there’s no way hip-hop and opera should work, but much to our delight and relief, it really, really does.”
The new global campaign, led by a 60-second hero film, will run across TV, OOH, DOOH, cinema, social and radio, including content created by DEPT® that stretches the campaign across digital. It launched in the UK and Ireland on Friday October 13 and will air first in the UK during Channel 4’s Gogglebox at 10:50pm. It will then be rolled out across multiple markets covering Europe, Canada, and Australia in the following months.
Talent Republic led the talent selection and negotiation process, DEPT® led digital and UM for media, while Weber Shandwick led global PR, and Mischief on UK PR.
