Fuel Your Imagination

Christina Aguilera and Latto combine Hip Hop and Opera for Just Eat

The latest iteration of the ‘Did Somebody Say’ campaign sees two music stars merge genres to showcase the variety of options on Just Eat.

Georgie Moreton

Deputy Editor, BITE Creativebrief


Christina Aguilera and Latto are following in the footsteps of Snoop Dogg and Katy Perry, singing the latest version of the iconic Just Eat backing track. 

The new ‘Did Somebody Say’ campaign sees Christina Aguilera and rising talent Latto merge the genres of hip-hop and opera to create a new version of Just Eat’s iconic track. The combination of genre is designed to bring to life the vast array of food available on Just Eat. 

The global campaign is the latest show-stopping iteration of the ‘Did Somebody Say’ brand platform. The track builds on the success of previous campaigns with Snoop Dogg and Katy Perry, solidifying the brand's connection to popular music and presenting audiences with a Just Eat musical feast.

The track and hero film presents a new visual and musical world that maximises on Christina Aguilera’s glamour and iconic vocal range in combination with Latto’s fresh hip-hop energy. The hero film has been directed by Dave Meyers, who has previously worked on Kendrick Lemar’s ‘Humble’, Taylor Swift’s ‘Me’ and most recently ‘Gorilla’ for Little Simz.

The video takes place in a lavish mansion where the two music stars dressed in elaborate costumes. walk through a glamorous backdrop as Just Eat delivery drivers engage in choreography behind. The pair are delivered food on platters while they perform the latest version of the now iconic advertising track. 

Food such as tacos, poke bowls and fresh thai salad are displayed by delivery couriers and operatic suitors who perform elaborate choreography. While the new song includes lyrics such as ‘it's not just restaurants any more, we can go bananas in the grocery store’ to showcase the vast array of food available beyond what is usually associated with the brand. 

The visuals aim to capture both Christina Aguilera and Latto’s aesthetics in visual form, with choreography by  hip-hop choreographer Hi-Hat who has previously worked with Rihanna and Jay-Z. 

The TV spot has been created by McCann London and is a mash-up of the two distinct styles of Latto and Christina Aguilera to reinforce the versatility of the Just Eat brand. Lyrics have been carefully crafted to showcase the range and reflect the rise in demand for food delivery in non-traditional takeaway moments including lunch, dinner and brunch.

“Snoop Dogg helped us to emotionally connect with audiences and boosted our cultural currency, while working with Katy Perry famously supporting the brand platform Did Somebody Say cemented Just Eat’s role as the answer to all food cravings.” says Susan O’Brien, VP Global Brand at Just Eat Takeaway.com.

She continues: “As our business evolves to offer more choice and convenience from your favourite local takeaway to dine-in dishes and everyday essentials, it’s only right that we evolve our successful creative formula.”

The new global campaign will run across TV, outdoor and digital outdoor channels, cinema, social and radio. The campaign will include bespoke content created by Dept that stretches the campaign across the digital landscape. It launches in the UK and Ireland on Friday 13th October and will first air in the UK during Channel 4’s Gogglebox. Talent Republic led the talent selection and negotiation process, Dept led digital. While UM led media, with Weber Shandwick handling global PR and Mischief overseeing UK PR.

By building upon its winning musical formula and enlisting two new superstars to its roster, Just Eat further solidifies its position within popular culture. Adding to its iconic sonic brand with stars that showcase the versatility of the product range leave audiences hungry for more.