Top 10 Marketing Moments of the year: Marketing’s AI inflection point
The industry backlash to Coca-Cola’s AI Christmas underlines the defensiveness and disinformation surrounding the creative potential of AI.
The new campaign from Mother London encourages audiences to enjoy more downtime while Uber Eats delivers
We have accelerated back to a hustle culture of more, more, more. And a pocket full of delivery apps, that claim to act at lightning speed, only help us cram extra into our days. Our latest integrated campaign for Uber Eats focuses on the opposite; the art of doing doing less.
Disciplines
Advertising/CreativeSector
OtherIn a world where people are always told to do more, Uber Eats is encouraging audiences to sit back and do less.
Where many other food delivery services claim to take off the pressure of cooking to help people cram more into their days, Uber Eats is embracing the art of relaxation in its newest campaign from Mother London.
“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” explained Maya Gallego-Spiers, Head of Marketing at Uber Eats UK&I.
The feature films show three separate scenarios where, whilst at home, ordering Uber Eats allows time to sit back, relax with loved ones or dance around the living room to some easy listening.
Do Less Dance, Do Less Nails and Do Less Parrot are the three separate vignettes that show what you can do with the time you’re saving by getting the things you need delivered by Uber Eats. Titles read ‘Uber Eats delivers a bit of downtime’ and each ends with the new tagline: Uber Eats: Get Anything’.
“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” says Hannah Tarpey of Mother London.
The campaign consists of a total of six social films that also continue the theme and a bold out of home typography based ads read: ‘Downtime is served’, ‘Dishes that take one thing off your plate’ and ‘Sweet f*** all never tasted so sweet’.
In going against the grain and challenging category norms, the campaign reinjects the fun into food delivery, highlighting the enjoyment in self care and relaxation when food is one thing off the to-do list.
Looks like you need to create a Creativebrief account to perform this action.
Create account Sign inLooks like you need to create a Creativebrief account to perform this action.
Create account Sign in