19
Launched during Super Bowl season, we created “Don’t Forget Uber Eats,” a campaign featuring celebrities forgetting their famous pasts - playing with collective memories to prove that Uber Eats now delivers so much it’s impossible to remember it all - unless you forget something else.
To kick off the campaign, we seized the cultural momentum of a viral David and Victoria Beckham moment, launching a campaign where stars like Jennifer Aniston, the Beckhams, Jelly Roll and Usher humorously forgot key details—with each celebrity starring in individual ads and activating their fanbases on social media.
Uber Eats now delivers almost anything from thousands of retailers, spanning from local restaurants, to convenience, to grocery, pet stores, and more. The problem was: despite previous campaigns, people only remembered to use Uber Eats when they wanted restaurant food — and with millions of products available on our platform, it would be a hard job to get people to remember all of the things that would be relevant to them. To get them to remember Uber Eats when they needed anything from food to non-food, we needed them to forget their current perception and habits.
With an ad planned for the massively hyped and crowded Super Bowl season, we set out to create a concept that would transform a rational marketing problem into something culturally indelible, creating a campaign that lived in culture and created its own conversation. Our approach: play with our collective memories of the people and moments in culture that people regard as unforgettable — and place Uber Eats’ range of selection at the center, making us ultimately unforgettable.
To make ourselves relevant to the largest set of audiences possible during this mainstream moment, we selected a few key celebrities to “forget” the things they are famous for in order in humorous and absurd ways to supplant the message that Uber Eats delivers almost anything.
First we featured David and Victoria Beckham, recently viral for a moment where Victoria forgets her posh beginnings, “forgetting” the details of the big campaign they teased before the big game. Then, we had up and coming country music star Jelly Roll “forget” his iconic face tattoos in a spot during the Grammys.
Finally, during the Super Bowl, we featured Jennifer Aniston in her first Big Game ad, alongside other celebrities and normal people, forgetting important things all in order to remember Uber Eats delivers more than restaurant food.
With jokes and selection relevant to everyone, our ad earned the attention we were looking for: organically trending on YouTube, reaching #4 USA Today AdMeter, and organically earning 9.5B impressions, and 350M in social reach. Ultimately, it gained 184% increase in social mentions vs. other Super Bowl campaigns, $160M in earned media value.
Beyond the Super Bowl itself, the ad was timed to take advantage of moments where our celebs and humor would be most relevant:
David and Victoria Beckham were selected off the back of their documentary release which featured viral moments that we referenced in the teaser.
Jelly Roll had recently seen mainstream success and was nominated for 2 Grammy awards during which we selected a media placement.
We also utilized halftime show star Usher, and featured jokes in the ad and on social of him forgetting that he had just starred on TV’s biggest stage of the year.
n/a
