Executive creative director at Joe Public Cape Town Brendan Hoffmann says, "It's all about ensuring that people understand the platform is now for more than just 'eats'."
"Everyone associates Uber Eats with food. So, we asked ourselves what it would mean if Uber Eats now delivers all sorts of other things, such as groceries and other essential items," adds Hoffmann.
"That's how we came up with the concept — to ensure we drive home the strategic positioning 'More than Eats'. Our execution was centred around the fact that Uber Eats now delivers anything, so we decided to have some fun with the confusion this might cause and put 'eats' into everything," says Hoffmann.
According to Uber Eats and Joe Public, the TVC showcases some of South Africa's favourite celebs to drive the message home, including:
- DJ Zinhle
- Nomzamo Mbatha, and
- Marc Lottering.
The idea was to incorporate a play on the word 'eats' in every touchpoint. In one scene, comedian Schalk Bezuidenhout holds up a piece of biltong and refers to it as "Uber Meats". Marc Lottering also jokingly refers to a cleaning product as "Uber Neats".
According to Uber Eats, the TVC is sure to bring smiles to the faces of South Africans.
Mel Gischen, head of marketing South Africa at Uber, concludes, "Uber Eats is more than just food; it's a lifestyle. We've partnered with the best in the industry to deliver a message that goes beyond 'Eats'. We're excited to showcase how Uber Eats delivers so much more. This is a new era of convenience, and we're doing it in style."
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