January 17 2023, 10:33 am | BY Ricki Green | 48 Comments
Sunscreen? Sushi? Yep. WD-40? Sure. A self-slicing cucumber for Kendall Jenner? Not so much.
Uber Eats has enlisted the help of the world’s most high profile matriarch, Kris Jenner, her supermodel daughter Kendall, and three iconic Aussies, to announce that Australians can now get almost anything on Uber Eats… well, almost, almost anything. The new brand platform was created by Special in collaboration with Hello Social and MediaCom.
With the iconic brand recently expanding its delivery offering to include food, groceries, alcohol and more, the new brand platform ‘Get almost almost anything’ seeks to herald this whilst making it very clear that there are still some things they just can’t deliver. After all, anything is a really tall order, not to mention it can’t all fit in one of their iconic bags.
The campaign takes a refreshingly honest approach, highlighting that while you can get a lot of things on Uber Eats now, you can’t get everything. True to form, the brand leverages 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 bold and self-deprecating admissions about Uber Eats’ incomplete offering continue in a series of 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.
Says Andy Morley, director of marketing at Uber ANZ: “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.”
Says Julian Schreiber, CCO/partner, Special: “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.”
Says Tom Martin, CCO/partner, 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.”
Says Channa Goonasekara, brand lead, Uber Eats ANZ: “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.”
Says Rob Frost, head of strategy at Mediacom: “It’s a truly exciting moment in the evolution of Uber Eats; both as a product and a brand. The versatility of Get Almost Almost Anything has given us great opportunity to find new and different ways to build on the existing associations consumers have with us.”
Says Maddie Marovino, director of client experience at Hello Social: “The new brand platform has opened up a world of possibilities that makes for great entertainment and channel-first creative with comprehension at its core.”
The campaign will debut during the Australian Open, coming to life across linear media, video on demand, out of home, audio, online video and social.
CLIENT: UBER EATS
Sr. Marketing Director, APAC: Lucinda Barlow
Director Of Marketing, ANZ: Andy Morley
Sr. 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/CEO : Lindsey Evans & Cade Heyde
Partners/CCO: 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
Cinematographer: Crighton Bone AUS/ Benn Martenson US
Executive Producer: Juliet Bishop/ Sam Long AUS / Zoe Odlum US
Producer: Tracey Lee Purmell AUS
POST PRODUCTION: THE EDITORS
Editor: Mark Burnett
Post Producer: Rita Gagliardi/Grace Rouvray
Colourist: Trish Cahill
Flame Operator: Hugh Seville/ Eugene Richards
SOCIAL FILM PRODUCTION: SPECIAL MADE
Social Director: Matt McCarron
Social DOP: David Guest
Social DOP: William Robertson
Asst Camera: Jake Reader
On Set Producer: Lizzie Carter
Social Editor: Ollie Knocker
Social Colourist: Shane Emmet Dunne
SOUND: RUMBLE STUDIOS
Sound Engineer: Tone Aston & Cameron Milne
MUSIC SUPERVISION: LEVEL TWO MUSIC
STILLS PRODUCTION: CHEE PRODUCTIONS
AUS SHOOT
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
LA SHOOT
Photographer – Christopher Tovo
Production – Chee Productions
Executive Producer – Tamiko Chee
Production Manager – Alex Rubenstein
Digi Tech – Jake Lowe
48 Comments
Sigh says:January 17, 2023 at 10:48 am
So you take one of the best brand campaigns of the last decade or so – a campaign that’s killed the competition and won everything and just go, hey, let’s kill it and start again.
I assume that widening the product offering meant that ‘I will be eating X’ was too restrictive.
So I’m sure the agency reminded them that it was flexible enough to move to ‘I will be eating/shaving/washing my hair/cleaning/dancing/’
Of course, clients don’t get brand platforms and the design company would have said ‘hey, you own green and our amazing font.’
So throw it out in favour of a tired old advertising cliche – ‘well, ALMSOST EVERYTHING!’
And this where we’re at.
Even throwing celebs in there just makes it an expensive, old fashioned Aussie ad with a few tired jokes.
Poor Special. They would have fought this.
Bad clients with even worse ‘branding agencies’ f*cking over the real talent.
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- Lineup says:
January 17, 2023 at 10:54 am
they could field a footy team with that creatives list
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- Poo says:
January 17, 2023 at 11:06 am
The poo joke is gold.
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- James says:
January 17, 2023 at 11:09 am
This made me laugh multiple times. And it looks like a big American comedy spot. Congrats Special.
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- WOW THAT IS SO BAD says:
January 17, 2023 at 11:27 am
WOW
The Performances.
The track.
The edit.
The Grade.
There is nothing good about it. I cannot believe they’ve done this to uber.Reply
- PooFan says:
January 17, 2023 at 11:41 am
What a cack! Absolutely loved it.
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- Ugh says:
January 17, 2023 at 12:22 pm
Sorry but I’m not a fan. I find the whole “get celebrities to pass the script around while making Austin Powers style jokes” technique a little old hat. Special do it well. It’s shot nicely and there’s a significant budget gone into it. But is it cool or daring or whimsical or interesting or entertaining? No. It’s just another version of something I’ve seen before.
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- Hmmm says:
January 17, 2023 at 12:29 pm
Does it feel like production companies are the ones writing all the comments?
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- History says:
January 17, 2023 at 12:32 pm
There’s a few snarky comments here. There were also quite a few snarky comments on the original Campaign Brief article when “Tonight, I’ll be eating…” was introduced in 2017.
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- The only bad thing about this says:
January 17, 2023 at 12:36 pm
are all you keyboard warriors hating on an honest to god funny spot.
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- @sigh says:
January 17, 2023 at 12:49 pm
you need to get a life.
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- JM says:
January 17, 2023 at 1:03 pm
This is a lot of fun. Well done all.
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- Stu A says:
January 17, 2023 at 1:04 pm
Well done guys
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- @sigh says:
January 17, 2023 at 1:20 pm
You’re probably the person that said “Cadbury’s should’ve stuck to their old platform – a gorilla drumming? The production is rubbish and what’s that soundtrack!”
Time to pull your head out…
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- The line may have changed but this made me laugh says:
January 17, 2023 at 1:25 pm
I like it
Love the poooooooo
The output feels more considered which worksReply
- Rob says:
January 17, 2023 at 1:37 pm
Great work Simon and Nils. It’s really funny and beautifully shot.
The haters need to get a sense of humour.Reply
- Long time lurker, first time commenter. says:
January 17, 2023 at 1:41 pm
This kicks butt. Well done special.
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- The Man From Maccas says:
January 17, 2023 at 2:07 pm
Congrats Channa and Team, another great set of content.
Loved the Kardashian pieces and saw the OOH this am.Reply
- Um says:
January 17, 2023 at 2:26 pm
I’m not going to comment about the ads specifically themselves. Not worthwhile.
What I’m truly interested in and concerned about is the amount of positive comments on this.
It’s a worry when the agency have to reassure themselves that they’ve done really, really great when they know they haven’t. (If they don’t know they haven’t then they shouldn’t be in the industry).
Someone’s comparison to big American comedy spots made me laugh way more than the actual ads.
Someone else saying everyone else needs to find a sense a humour is gold.
To top it off, someone saying they’re beautifully shot is pure magical bliss.
Great work commenters, you’ve made my day.Reply
- Jason John Leigh says:
January 17, 2023 at 2:28 pm
I enjoyed this.
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- The kid in me says:
January 17, 2023 at 2:29 pm
This ad reminded me that I can still laugh at toilet humour.
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- Nice says:
January 17, 2023 at 2:57 pm
Made me laugh, great stuff to all involved.
Waaaay better than the Aus Zoo spots.Reply
- ANDY says:
January 17, 2023 at 6:26 pm
In the end it will work but not a memorable as Tonight I’ll be eating.Like one of the previous comments the campaign could have been extended.
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- Wob says:
January 17, 2023 at 3:03 pm
This has the Harkness Wall special sauce all over it. And I’m here for it.
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- Let's be honest. says:
January 17, 2023 at 3:03 pm
No one commenting here is making any better work. If you are, tell us what it is.
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- @letsbehonest says:
January 17, 2023 at 4:43 pm
That’s such a cop out remark. ‘I’m making sh*t, but i doubt you’re making anything better, so how dare you critique my sh*t’.
A game changing plan would be to try to critique objectively and all make better work through support of truly good work and helpful critique of what’s not good.
And yes, we all know special group is slogging the comments here. A well worn strategy; make some ordinary work and shout over and over again that it’s brilliant, sooner or later everyone believes you. It’s a classic scam.Reply
- Summary says:
January 17, 2023 at 3:20 pm
Strategy ✅
Campaign line ✅
Script ❌
Execution ❌
Will it work? ✅Reply
- @summary says:
January 17, 2023 at 11:09 pm
Perfect ratio. Hopefully we can keep this same process going so we all become brain dead zombies with happy grins.
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- Dead horse says:
January 17, 2023 at 3:48 pm
Please stop flogging me.
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- Great foundation says:
January 17, 2023 at 4:18 pm
First cab off the ranks for a new platform and it feels big and repeatable, something most ‘platforms’ lack here in Aus. Good job.
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- @Um says:
January 17, 2023 at 4:58 pm
Sure, and agree if this ad causes a gold rush at awards shows, pass me the cyanide and god help us all. However, decent budget, decent talent, the cutdowns are nice, probably nicer than the 60, decent people working on this… I get that you dislike the insecurity. But clients read this and should be encouraged to invest in making decent work. It will work, no doubt about it, so why the hate. Happy new year special.
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- @@Um says:
January 18, 2023 at 4:46 pm
It’s debatable as to whether this is ‘decent’ work? What are you comparing it to?
It’s also debatable as to whether the people working on it are all ‘decent’. No offence.
Are you comparing their work to other people’s work, or just comparing them as people? Or are you talking clout?
If we have to push clients just to get to this level, then yes,! ‘god help us all’.
God help the clients out there, they should actively push for more. Mass Australia isn’t as dumb as you think they are.
It may just work, a passable outcome, but could work way better.
Not bad, but not good.
Let’s invest in good, not only ‘decent’.Reply
- @sigh says:
January 17, 2023 at 5:33 pm
‘Tonight ill be eating..’ had become total sh*te. Boring, repetitive…I honestly dont get bothered by 99% of the 99% of the advertising that is sh*te, but that really pissed me off, esp when the had the tennis players ‘acting’
This is new and much better
Thank god!
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- onwards says:
January 17, 2023 at 5:41 pm
This platform idea is/was great but may be running out of legs. I imagine Special sold them in something they now can’t let go of. In saying that, I wish I’d been part of this work and had it in my book.
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- 3centz says:
January 17, 2023 at 7:02 pm
Sound off: impressive
Sound on: not so muchReply
- Floza says:
January 18, 2023 at 2:07 am
Seems like these guys have some pretty good Creative Directors.
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- Poo good says:
January 18, 2023 at 7:30 am
Chatfield/Nollsy bad.
Ok job team! Enjoy the comments
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- Says, says, says, says, says, says says:
January 18, 2023 at 7:32 am
A press release with a record six quotes is the most impressive thing about this work.
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- Me says:
January 18, 2023 at 7:51 am
Am I the only one who thinks of Mark Philippousis as ‘Scud’ and not the poo?
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- @me says:
January 18, 2023 at 10:34 am
Scud, Mark = Poo.
I’ll get my coat.
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- So says:
January 18, 2023 at 10:01 am
Good
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- Please explain says:
January 18, 2023 at 10:35 am
Why are we told never to use “borrowed interest” at AWARD school when borrowed interest is what wins all the awards and/or results in effective work?
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- @Pleaase explain says:
January 18, 2023 at 12:31 pm
Because AWARD school fails to take into account the fact that in reality the great unwashed prefer random gags and celebrities over any actual ideas.
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- blerrrrrg says:
January 18, 2023 at 2:38 pm
What happened to the footage.
Why is it grey?Reply
- Shame says:
January 18, 2023 at 2:59 pm
No wonder Bob Hoffman has lost interest in Advertising.
The discourse from its practitioners is embarrassing.Reply
- Lol says:
January 19, 2023 at 8:50 am
Advertising practitioners. LOL
Discourse. LOL
Bunch of over paid white men squabbling over retail spots like seagulls at the beach over a single chip.Reply
- Liam says:
January 23, 2023 at 8:53 am
Great campaign idea, not sold on the execution.
If anyone’s seen that campaign printed IRL it’s hard to see the black lettering on that green.
And what’s with the green bag? Their logo is totally lost now in all those examples.Reply
- @the haters says:
January 26, 2023 at 7:59 am
To all the genuine haters in the comments. There’s a big difference between providing professional critique in a constructive way (as some have done) and just being a miserable keyboard warrior. Posting garbage vitriol says everything about you as a human and absolutely nothing about the work. That’s why you’re too fearful or embarrassed to actually include your real name. You’re no doubt in a mid weight role doing low quality work where no one notices / likes or cares about what youre doing. So instead you’re on here cutting down work that you could only ever dream of being a part of.
Reply
Sigh 
The Man From Maccas 