The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Online Films & Video / Varying Length Series
Annual ID
OS22_FI024S
About the Work
When Uber Eats wanted to announce that they were expanding their delivery services beyond restaurant food, there was a problem – their name was Uber EATS. Calling yourself “Eats” makes a whole lot of sense if you’re delivering a burger and fries, but a whole lot less sense if you want people to know you can deliver batteries or light bulbs or diapers.
So, rather than run from the confusion, we embraced it. We created an announcement campaign that was born from the logic bomb that our name created. We called it “Uber Don’t Eats.”
The campaign asks a question that no consumer would ask themselves, but every consumer would find hilariously memorable: “If it was delivered with Uber Eats, does that mean I can EATS it?”
We brought this confusion to life with the help of a range of celebrities that would help us connect with every corner of culture. Jennifer Coolidge, Nicholas Brawn (AKA Cousin Greg), Trevor Noah, and Gwyneth Paltrow. Gwyneth was kind enough to take a bite out of her very own “Vagina Candle” to help us set Twitter ablaze.
When all was said and done, the campaign garnered over 5 billion+ in reach, was covered by everyone from Jimmy Kimmel to Good Morning America, was reposted by Ariana Grande to her 265 million followers, had the US Government tweeting to remind people that dish soap isn’t food, and most importantly made Uber Eats new offerings absolutely clear to everyone.
Even the prestigious Kellogg’s School of Business thought our dumb joke was pretty smart by awarding us the most effective Super Bowl ad of 2022.
So, rather than run from the confusion, we embraced it. We created an announcement campaign that was born from the logic bomb that our name created. We called it “Uber Don’t Eats.”
The campaign asks a question that no consumer would ask themselves, but every consumer would find hilariously memorable: “If it was delivered with Uber Eats, does that mean I can EATS it?”
We brought this confusion to life with the help of a range of celebrities that would help us connect with every corner of culture. Jennifer Coolidge, Nicholas Brawn (AKA Cousin Greg), Trevor Noah, and Gwyneth Paltrow. Gwyneth was kind enough to take a bite out of her very own “Vagina Candle” to help us set Twitter ablaze.
When all was said and done, the campaign garnered over 5 billion+ in reach, was covered by everyone from Jimmy Kimmel to Good Morning America, was reposted by Ariana Grande to her 265 million followers, had the US Government tweeting to remind people that dish soap isn’t food, and most importantly made Uber Eats new offerings absolutely clear to everyone.
Even the prestigious Kellogg’s School of Business thought our dumb joke was pretty smart by awarding us the most effective Super Bowl ad of 2022.
2022 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Special / Los Angeles
Client / Brand
Uber Eats / San Francisco
Production Company
Gifted Youth
Media Distribution Company
MediaCom
Art Director
Kris Wixom
Chief Creative Officer
Julian Schreiber
Tom Martin
William Gelner
Chief Marketing Officer
Thomas Ranese
Creative Director
Jon Marshall
Claus Hansen
Director
Jake Syzmanski
Director of Photography
Ken Seng
Editor
Christian Jordan
Katie Cali
Executive Creative Director
Dave Horton
Matthew Woodhams-Roberts
Executive Producer
Joe Calabrese
Josh Morse
Jennifer Mersis
Karena Ajamian
Melissa Elston
Producer
Chloe Seitz
Stephan Mohammed
Mike Heil
Account Director
Lindsay Friedgood
Caitlin Miller
Account Executive
Molly Dyer
Associate Creative Director
Alyssa Cavanaugh
Ryan Siepert
Chief Executive Officer
Cade Heyde
Global Executive Creative Director
Danielle Hawley
Head of Production
Esther Perls
Senior Producer
Chelsea Larner
Jessica Mann
Strategy Director
Janet Shih
Assistant Mixer
Marco Tornillo
Andrew Smith
Associate Creative Director, Design
Alex Lumain
Brand & Campaigns Lead, US & CAN
Meredith Savatsky
Brand Media Lead
Gracie Childress
Creative Producer
Alexis Bley
Emily Senecal
Director of Global Production
Carey Head
Edit
The Den Editorial
Flame Lead
Claus Hansen
Global Creative Director
Natalie Purbrick
Ecole Weinstein
Global Head of Brand
Shivram Vaideswaran
Global Head of Social & Influencers
Suzanne Lindbergh
Head of Business Affairs
Rashad Suarez
LaTanya Ware
Head of Marketing US & Can
Georgie Jefferys
Head of Strategy
Kelsey Hodgkin
Mix/Sound Designer
Jordan Meltzer
Senior Consumer Communications Manager
Lexi Levin Mitchel
Senior Cutting Assistant
James Bird
Senior Cutting Assitant
Nic Watkins
Senior Marketing Manager
Liza Keller
Stephanie Laurin
Talent Manager
Matt Delzell
Keli Christy
VFX
MPC
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