Pablo’s campaign for Deliveroo’spremium membership package “leans into fun, absurdity and rich visual codes,” says Adam Bishop, chief global marketing and product officer at Deliveroo.
It does indeed. It also leans into the young Gens’ appetite for mad humour and, yes, the commercial’s production qualities are impressive. The hero commercial features a hungry vampire receiving a slew of deliveries to his spooky abode, the ad’s message underlined by Montell Jordan’s This Is How We Do.
“This year we delivered our biggest innovations in our Plus loyalty program since its inception, so it’s the perfect time to launch our first Plus TV commercial under our new platform,” Bishop added.
The new global platform, Now Just Got Even Better, is inspired by insights from the UK, France and UAE, and based on the idea that Deliveroo enhances every moment, even great ones. The first spot highlights key benefits available to Plus members and illustrates how customers can live their best “Plus Life” as enjoyed by its cunning mastermind. A second ad featuring the 10% credit back benefit, will launch later in September. The launch follows Deliveroo’s expansion beyond food and groceries into retail, with several major retailers joining the platform.
The first campaign includes TV, out-of-home and digital, and following its UK launch will extend across Europe over the coming months.
Pablo London executive creative director, Dan Watts, stated, “The kind of partner that understands that at times, a hammer can be just as important as a chicken wrap. A partner that deserves nothing less than a new brand platform and a re-imagined brand world… We couldn’t be more excited by the potential of Deliveroo’s next era.”
The campaign, created by Pablo London and Deliveroo Creative Studio, was directed by Will Wightman and produced by BlinkInk.
Social-first content was created by Vidsy and Coolr and media planning was by Initiative London.
Credits:
Client: Deliveroo
Chief Marketing Officer: Adam Bishop
Brand Director: Stuart Frisby
Marketing Director: Sophie Laghzaoui
Campaign Manager: Laura Brady & Charlie Hazzan
Marketing Managers: Lance Kowlessar
Head of Marketing: Iona Cameron
Vice President: Caroline Harris
Head of Planning: Emma Bucknall
Creative Agency: Pablo London
Media: Initiative
Production Company: Blink / Blinkink
Director: Will Wightman
Director of Photography: Fabian Wagner
Executive Creative Director: Dan Watts
Creative Directors: Ray Shaughnessy & Dan Norris
Creative: Andy Parkman
Chief Strategy Officer: Lisa Stoney
Producers: Jack Robinson, Amelia Rose & Isobel Conroy
Post-Production: Blink / Blinkink
Editor: Nick Armstrong
VFX: 1920vfx
Producer: Lou Cherry
Editing: Tenthree
Music & Sound: String And Tins
Sound Designer: Adam Smyth
