Uber Eats is doubling down on its delightfully absurd “Get Almost, Almost Anything” platform, this time by taking literalism to absurd new extremes.
The delivery brand’s latest campaign, created with indie agency Special US and launching today (Dec. 10), turns everyday items from its marketplace into visual gags designed to keep viewers guessing.
The new series of 10 spots dials up the surrealism. Directed by Nick Ball via production company MJZ, each ad interprets a familiar Uber Eats product through a dad-joke lens.
A couple learning an excruciatingly slow Latin dance becomes “mild salsa,” while a man dressed as a banana sprints toward a woman dressed as a bunch of grapes for a passionate embrace – “passion fruit.”
Other vignettes include a twerking pirate on a boardroom table, embodying Pirate’s Booty. It’s knowingly goofy, but the whimsy is the point.
Georgie Jeffreys, Uber’s head of marketing for North America, said the “Get Almost, Almost Anything” campaign gives the brand permission to spotlight the breadth of its marketplace in unexpected ways.
“We’re able to entertain people with humor while highlighting just how wide and wonderful the Uber Eats marketplace has become,” she said.
Dave Horton, chief creative officer and partner at Special US, noted that the team wanted each spot to function as a kind of puzzle.
“We loved the idea of turning Uber Eats’ incredible selection into a game for consumers to play along with,” he said. “After you’ve seen one or two of these, people can’t help but try to guess what product we’re taking far too literally.”
