Uber Eats launches new “Get almost, almost anything” brand campaign via Special
Uber Eats has dropped its latest iteration of its “Get almost, almost anything” campaign via Special and supporting agency village Essence Mediacom, Hello Social and H/Commerce.
The campaign explores the chaos that would ensue if Uber Eats was actually able to deliver anything. Reminding Australians that almost, almost anything is actually enough. The brief was to develop a new, culturally resonant brand campaign to demonstrate you can now get so much more than takeaway food on the app. It builds on the launch campaign featuring Kris and Kendall Jenner, which last year launched the “Get almost, almost anything” positioning.
The hero films, directed by The Sweetshop’s Damien Shatford, feature internationally-acclaimed actors Nicola Coughlan and Tom Felton – trying to order some extremely unusual things from Uber Eats, only to learn the hard way that it’s definitely better that you can’t order them. The outlandish orders seem like good ideas at first, but then the real world consequences kick in and it becomes very clear that they are not.
Coughlan, known as a hopeless romantic in famed period dramas, tries ordering ‘Period Romance’ on the app – and a suitor from a bygone era appears at her door. Sadly the dashing date quickly becomes a disappointment when he proves to have some very outdated views.
Felton, famous for his breakout role as an iconically villainous wizard tries ordering a magic wand – but in trying to disappear his neighbour’s garbage, he disappears the actual neighbour. Felton is then pursued by police and ends up arrested.
The global duo also play it out in familiar worlds in a series of social spots which further demonstrate the rich array of items available on Uber Eats from retail categories, grocery, alcohol, convenience and of course restaurant cuisine.
The campaign highlights why getting almost, almost anything is actually the perfect amount of anything.
The new iteration is also supported by more than 40 different product-based films directed by The Sweetshop’s Kate Halpin, including over 20 OOH as well as social and radio executions – that all highlight items Uber Eats do actually deliver, alongside just as many items you’d be extremely pleased to know they don’t deliver.
Says Channa Goonasekara, brand lead, Uber Eats ANZ: “Being able to partner with two world class actors in Tom and Nicola gave us the opportunity to build on our ‘get anything’ narrative in ways we could have only hoped for at the start of this creative process. This almost cinematic elevation of these spots is the perfect layer on top of our first iteration of the Get almost, almost anything campaign fronted by iconic mother daughter duo Kris and Kendall Jenner.”
Says James Sexon, CD, Special: “Uber Eats just being willing to actually highlight what they don’t deliver versus what they do, has let us have a direct conversation about their widely expanded offering in a way that creates simple entertainment and brand cut through.”
Says Max McKeon and Harry Neville Towle, CDs, Special Australia: “If you think about it, you really don’t want literally anything. It can trigger a national manhunt or burden you with time travelling misogynists. It turns out that maybe almost, almost anything is just the right amount. And the simple Yes, No structure we’re using to point this out across all channels seems to be the perfect way to make the point.”
The ‘Get almost, almost anything’ campaign platform has already been exported globally to Taiwan, the United States and Canada.
Client: Uber Eats
Senior Director, Head of International Marketing: Lucinda Barlow
Director Of Marketing, APAC: Andy Morley
Head of Marketing, ANZ: David Griffiths
Brand Lead, ANZ: Channa Goonasekara
Brand Marketing Associate: Holly Dover
Brand Marketing Associate: Rebecca Selth
Global Creative Executive Director: Danielle Hawley
Creative Director, APAC: Adam Ledbury
Social Media Lead, ANZ: Joshua Pickstone
Media Lead, APAC: Louisa Chu
Director of Communications, ANZ: Peta Fitzgerald
Senior Manager, Communications ANZ: Nick Vindin
Creative agency: Special Australia
Founding Partners/CEO : Lindsey Evans & Cade Heyde
Partners/CCO: Julian Schreiber & Tom Martin
Creative Director: James Sexton
Lead Creatives: Max Mckeon & Harry Neville-towle
Creatives: Hannah Mccowatt & Laura Grimshaw, Mark Starmach & Alastair Flack, Simon Gibson & Nils Eberhardt, Noah Regan.
Managing Director: Lauren Portelli
Team Lead: Caity Cowper
Business Director: Claire Emery
Business Manager: Armaity Pavri
Business Manager: Genevieve Bowes
Group Strategy Director: Celia Garforth
Strategy Director: Kellie Box
Head Of Film Production: Sevda Cemo
Executive Producer: Paul Johnston
Integrated Producer: Will Sealey
Head Of Stills: Nick Lilley
Stills Lead Integrated Producer: Sonia Ebrington
Digital Producer: Stacey Szabo
Head Of Design: Adam Shear
Designer: Maggie Webster
Finished Art: Jen Bailey
Special made production
BTS: Jake Ward
Lead Editor Online films: Fraser Kelton
Editor – Online films: Anthony Gibbs
Media agency: EssenceMediacom
Social agency: Hello Social
Retail: H/Commerce
Production company: The Sweet Shop – brand
Director – Brand: Damien Shatford
Cinematographer: Stefan Duscio
Managing Director: Edward Pontifex
Executive Producer: Greg Fyson
Producer: Allison Lockwood
1st AD: David Lethem
Hair & Make-up: Olivia Simpson
Art Director: Nicki Gardener
Casting Director: Danny Long
Stylist – Nicola Couighlan: Aimee Croysdill
Hair – Nicola Couglan: Gavin Anesbury
Make-up – Nicola Coughlan: Cat Smith
Post production – brand: Post house: Arc Edit
Executive Producer: Daniel Fry
Post Producer: Jess Ryan
Editor: Luke Haigh
Colourist: Matt Fezz
Flame Operator Lead: Richard Lambert
Flame Operator: Patrick Campbell
Production company stills: Chee Productions – brand
Photographer: Christopher Tovo
Managing Director: Tamiko Wafer
Executive Producer: Matt Chee
Retouching: Visual Thing
Production company: The Sweet Shop – product
Cinematographer: Stefan Duscio
Managing Director: Edward Pontifex
Executive Producer: Greg Fyson
Producer: Jane Smith
1st AD: Nikki Long
Post production – product: Post house: Arc Edit
Executive Producer: Daniel Fry
Post Producer: Jess Ryan
Editor: James Ashbolt
Colourist: Matt Fezz
Flame Operator Lead: Richard Lambert
Flame Operator: Patrick Campbell
Production company stills: Pool Collective
Photographer: Danny Eastwood
Managing Director: Cameron Gray
Operations Director: Courtney Lewis
Retouching: Cream Studios
47 Comments
This is great.
62% voted to keep Australia non separatist.
This idea is so beautifully organised it satisfies my OCD.
Nice one Sexjam.
Brilliant comedy writing in the 60s. Rest of the campaign is simple, silly but effective as hell. Love how this has evolved. Kudos to everyone involved!
This is so freaking good.
yup. these will do nicely.
maybe the best ones yet?!
Haven’t seen a full campaign this solid in years.
Good stuff. Brutally simple thought pushed hard.
Simps 👌
These are so good! Bravo team!
Nice and clean.
These are excellent. Wish I made them.
Sexjam and Harry together again. Add some Max = extra special magic. Love it
This has tom and jules’ obsession all over it
These are truly excellent. Well done.
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Having worked briefly with James Sexton I was thinking it has more of his touch on it.
Either way, between this and the recent Monkeys Telstra spot, I feel like ads are starting to get good again. Been a while.
Another awesome campaign. Love it.
this whole campaign is incredible
Some more good work to cheer, these are great..
Brilliant!
Entertaining, so good!
Brilliant.
average.
has aged better than I thought
But the work is A-Grade. Well played.
Great work.
Even those outside of the industry, and more importantly the target market will love this!
Great to see Sexjam and Hazza working together again. Nice work boysss
Agree it’s A-grade… bloody nice stuff agency and client alike.
Boy Silicon Valley budgets are nice…
Annoyingly great
He just order Jim through Uber Eats, to be delivered to his door?
Not great.
Max McKeon strikes again.
That’s a Max ad. Decent work mate.
Good stuff guys 👏🏻
H. N. T!
So much to love
Post on a Friday and have the agency, and all those associated with the campaign, post positive commentary. Cynical, I know
To give a reasonable and impartial response. Like the simple puns in the print. Kinda funny. TVC work is pretty uninspiring. Doubt it will change sales or interaction for UberEats, but someone had fun making them
Love the 1min brand. Especially the Harry Potter one. Shatford has a laid back, not trying too hard for the laughs approach, which works.
The 15sec were unnecessary and a bit nothing. Not sure where they will attract attention.
Just to say how great these are. honestly. Awesome.
brilliant platform. good fun. a masterstroke of comms strategy to move beyond the ‘tonight I’ll be eating’ while absolutely maintaining all the great brand cues established from that campaign.
10.5/10
An idea so simple that it tricks us all into thinking we could’ve done it. Those are the best campaigns. Congrats.
The YES/NO out of home is so simple. And hopefully it subliminally converts ‘no’ campaign voters.
Excellent propaganda piece for the Australian Indigenous Voice to Parliament. Associating No with undesirable outcomes and Yes with desirable outcomes right before the referendum… Brilliant! Bravo!
Honestly, hijacking something as meaningful as this referendum was to so many people for commercial gain is shameful. (Much of the indigenous community has gone into morning for gods sake)
Every time I drive past these billboards I shudder to think of the self-congratulatory back slapping that must be happening in this agency right now, or worse still in the marketing department of this American franchise with zero idea what being Australian is about.
As one of my creative directors once said, he himself an indigenous man, “we don’t write ads just for people in the eastern suburbs” because this campaign while clever, is so out of touch.