Ever feel like you never get a moment to yourself? The pressures of endless to-do lists, and the belief that in order to live well, we need to find a way to do it all: cook your meal plans, raise your kids well, keep up with all the latest music/series/memes/books that everyone is talking about, build an epic career, and still get eight hours of sleep every night – or be made to feel like a bit of a failure for not keeping up?
No? Well the latest Uber Eats ad might not be for you. Yes? Well, here we go…
You see, Uber Eats’ new campaign, devised by Mother, is designed to give customers a break from the rat race and “embrace the art of doing less”. Three vignettes – Dance, Nails and Parrot – are designed to show what consumers can do with the time they are saving by getting the things they need delivered by Uber Eats, each with music that builds a story.
Titles read “Uber Eats delivers a bit of downtime”and they end with the new tagline of “Uber Eats: Get Anything”. A total of six social films continue the theme, while out of home activity headlines include “Downtime is served” and “Dishes that take one thing off your plate” and, rather more controversially, “Sweet f*** all never tasted so sweet”. (The ASA might just have something to say about that one.)
The campaign will also run on BVOD, in cinemas, and print nationwide for the next eight weeks.
Uber Eats UK&I head of marketing Maya Gallego-Spiers said: “We’ve been conditioned to keep busy, keep hustling and use every minute of every day to be productive.
“In a world where the pressure is high to do more more more, we hope to take a little off your plate and give you some time back so you can embrace the art of doing less.”
Mother London creative Hannah Tarpey added: “Focusing on the wonderful weirdness that has time to flourish when we order a delivery and take an evening to be ourselves. We wanted all the work to feel effortless and have space to breathe – films without unnecessary cuts, posters without too much fuss – creating refreshing pauses in a climate of noise.”
So, what is the consensus around the Decision Marketing office?
Well, it’s a nice idea that everyone is far too busy, or knackered or has much better things to do than to knock up a meal but, while this may be the case for some urban professionals, probably many of whom work in adland, isn’t it really the case that the vast majority of people use Uber Eats simply because they can’t be arsed?
No matter how you dress it up, you don’t order a takeaway so you can dance for your partner, amuse your parrot, or run your creepy nails down someone’s back.
Still, no-one ever said advertising had to show real life did they?
Decision Marketing Adometer: A “get off your arse” 7 out of 10