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Category
Online Films & Video / Short Form - Single
Annual ID
OS22_FI073M
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.
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.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Special / Los Angeles
Client / Brand
Uber Eats / San Francisco
Production Company
Gifted Youth
Media Distribution Company
MediaCom
Art Director
Kris Wixom
Associate Creative Director
Alyssa Cavanaugh
Ryan Siepert
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
Karena Ajamian
Meghan Lang
Jennifer Mersis
Josh Morse
Strategy Director
Janet Shih
Associate Creative Director, Design
Alex Lumain
Global Creative Director
Ecole Weinstein
Natalie Purbrick
Global Executive Creative Director
Danielle Hawley
Global Head of Social & Influencers
Suzanne Lindbergh
Head of Strategy
Kelsey Hodgkin
Senior Producer
Chelsea Larner
Jessica Mann
Account Director
Caitlin Miller
Lindsay Friedgood
Account Executive
Molly Dyer
Assistant Mixer
Andrew Smith
Marco Tornillo
Brand & Campaigns Lead, US & CAN
Meredith Savatsky
Brand Media Lead
Gracie Childress
Chief Executive Officer
Cade Heyde
Colorist
Dimitri Zola
Creative Producer
Emily Senecal
Alexis Bley
Director of Global Production
Carey Head
Edit
The Den Editorial
Flame Lead
Claus Hansen
Global Head of Brand
Shivram Vaideswaran
Head of Business Affairs
LaTanya Ware
Rashad Suarez
Head of Finance
Karen Lo
Head of Marketing US & Can
Georgie Jefferys
Head of Operations
Veronica De La Rosa
Head of Production
Esther Perls
Senior Consumer Communications Manager
Lexi Levin Mitchel
Senior Cutting Assistant
James Bird
Nic Watkins
Senior Marketing Manager
Stephanie Laurin
Liza Keller
Talent Manager
Keli Christy
Matt Delzell
VFX
MPC
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