In 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.