Kim Kardashian began Special’s brilliant Tonight I’ll Be Eating adventure for Uber Eats in Australia (with Magda Szubanski, Ruby Rose and Rebel Wilson). Now Kim’s mum is setting the delivery brand off on a new venture. Kris Jenner, the world’s most-high profile mum, and daughter Kendall, star in the first Australian commercial for Uber Eats’ new brand platform, Get almost almost anything.
Because Uber Eats has also spread its wings in terms of service. Now you can get almost anything on Uber Eats. Sunscreen. Sushi. WD-40…but not a self-slicing cucumber for Kendall Jenner – yet.
The campaign, created by Special in collaboration with Hello Social and MediaCom, takes a refreshingly honest (funny, memorable and shareable) approach. It highlights that while you can get a lot of things on Uber Eats now, you can’t get everything. True to form, the brand has recruited an unusual cohort of celebrities in surprisingly self-deprecating ways to dramatise this fact.
The campaign launches with a 60-second film showing people from all over discussing and discovering what they can and can’t get on Uber Eats. The spot stars overwhelmed new parents, sunburnt Brits, a man with a very dodgy moustache, as well as a host of diverse cultural icons such as Kendall and Kris, Abbie Chatfield, Shannon Noll and Mark Philippoussis to drive the point home.
The hero commercial is supported by 15 second ads, social films, and OOH that feature lengthy disclaimers listing almost all of the things Uber Eats can’t deliver, just so Australians will be almost entirely clear what’s possible.
“Being confident enough to discuss what you can’t do is a great way to create entertaining cut through about what you can do, particularly when it’s a huge new diverse offering. It delivers the message but also makes fun of all the over promises that marketing is constantly guilty of,’ commented Julian Schreiber, chief creative officer & partner of Special. “Saying Uber Eats delivers almost anything sounds a bit like you’re trying to get away with saying ‘anything’ but when you add a second almost, then you know the brand is having fun with itself and consumers. That self-deprecating tone is what Uber Eats is becoming known for.”
Andy Morley, director of marketing at Uber ANZ, added, “This year we will continue to deepen our get ‘anything’ offering across Uber Eats – building on our already rich range of restaurants, greengrocers, supermarkets, fishmongers, butchers, florists, to add even more retail items. While takeaway food will remain a hallmark, as our selection deepens and evolves we believe it’s time for a new brand platform to capture that. Get almost, almost anything absolutely does that job for us.”
Channa Goonasekara, brand lead, Uber Eats ANZ, added, “As consumers continue to crave convenience across all aspects of their retail journey, it’s vital that Uber Eats has a strong hold on consideration – in the same way we are front of mind when it comes to quality restaurant food. In this campaign we’re presenting a recognisable Uber Eats universe, with hallmarks like surprising celebrity cameos and the familiar audio sting of the doorbell to extend our existing world of food delivery into an impressive catalogue of everyday ordering occasions that shows you can go deeper on delivery with more e-commerce offerings on Uber Eats than ever before.”
The campaign will debut during the Australian Open, and run across linear media, video on demand, out of home, audio, online video and social.
Credits:
Client: Uber Eats
Senior Marketing Director, APAC: Lucinda Barlow
Director of Marketing, ANZ: Andy Morley
Senior Marketing Manager & Brand Lead, ANZ: Channa Goonasekara
Global Creative Executive Director: Danielle Hawley
Global Creative Lead: École Weinstein
Social Media Lead, ANZ: Joshua Pickstone
New Vertical Retail Lead, ANZ: Margot Deltour
Media Lead, APAC: Louisa Chu
Communications Director, ANZ: Peta Fitzgerald
Communications Manager, Delivery ANZ: Nick Vindin
Strategy Lead, APAC: Ally Doube
Creative Agency: Special
Founding Partners & CEOs: Lindsey Evans & Cade Heyde
Partners & CCOs: Julian Schreiber & Tom Martin
Creative Directors: James Sexton, Sarah Parris, Simon Gibson & Nils Eberhardt
Lead Creatives: Simon Gibson & Nils Eberhardt, Hannah McCowatt & Laura Grimshaw
Creatives: Matt McCarron, Jack Wall & Phil Harkness, Jeff Seeff & Joel Grunstein, James Beswick
General Manager: Tori Lopez
Team Lead: Caity Cowper
Business Director: Ed Nash
Business Manager: Armaity Pavri
Group Strategy Director: Celia Garforth
Strategy Director: Kellie Box
Head of Film Production-Lead film Producer: Sevda Cemo
Integrated Producer: Steph Wilkinson
Head of Stills: Nick Lilley
Talent Director: Emily Stewart
Digital Producer: Stacey Szabo
Head of Design: Adam Shear
Designer: Maggie Webster
Finished Art: Jen Bailey
Media Agency: Mediacom
Social Agency: Hello Social
PR Agency: Herd MSL
Film Production: Good Oil
Managing Director: Matt Long
Director: Matt Aselton
Cinematographers: Crighton Bone AUS & Benn Martenson US
Executive Producers: Juliet Bishop & Sam Long AUS & Zoe Odlum US
Producer: Tracey Lee Purmell AUS
Post Production: The Editors
Editor: Mark Burnett
Post Producers: Rita Gagliardi & Grace Rouvray
Colourist: Trish Cahill
Flame Operators: Hugh Seville & Eugene Richards
Social Film Production: Special Made
Social Director: Matt McCarron
Social DOPs: David Guest & William Robertson
Assistant Camera: Jake Reader
On Set Producer: Lizzie Carter
Social Editor: Ollie Knocker
Social Colourist: Shane Emmet Dunne
Sound: Rumble Studios
Sound Engineers: Tone Aston & Cameron Milne
Music Supervision: Level Two Music
Stills Production Aus:
Photographer: Christopher Tovo
Production: Chee Productions
Executive Producer: Tamiko Chee
Producer: Freya Berentsen
Props and Styling: Laura Harris James
Make Up Artist: Pinkii
Hair Artist: Darren Summors
Digi Tech: Jake Lowe
Stils Production LA:
Photographer: Christopher Tovo
Production: Chee Productions
Executive Producer: Tamiko Chee
Production Manager: Alex Rubenstein
Digi Tech: Jake Lowe
Back to the beginning:
