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    Uber Eats campaign encourages downtime with ‘less is more’ maxim

    The delivery brand is encouraging food delivery audiences to put their feet up.

    Uber Eats wants its customers to take it easy with a ‘less is more’ attitude.

    ‘Embrace the art of doing less’ picks up on the lying flat phenomenon in China, where burnt-out millennials are increasingly saying no to overworking. The lackadaisical promo urges people to do less to spend more time living life to the fullest.

    Maya Gallego-Spiers, head of marketing at Uber Eats UK&I, said: “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, we hope to take a little off your plate and give you some time back so you can embrace the art of doing less.”

    With nationwide appearances across TV, BVOD, cinema, social, digital, print and out-of-home (OOH), the eight-week promotion communicates the fact that you don’t have to do it all to live well.

    Three hero ads exemplify this approach. ‘Dance’ illustrates how instead of slaving over a hot stove you can squeeze in a little extra downtime to bust a groove.

    <iframe width=”560″ height=”315″ src=”https://www.youtube.com/embed/Dqv8ppQIoNw” title=”YouTube video player” frameborder=”0″ allow=”accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture” allowfullscreen></iframe>

    Less conventionally, another customer is shown strutting towards his parrot in the privacy of his own home while awaiting an order, proving that you don’t have to mimic others to have a good time.

    <iframe width=”560″ height=”315″ src=”https://www.youtube.com/embed/8c8ai9W2wWE” title=”YouTube video player” frameborder=”0″ allow=”accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture” allowfullscreen></iframe>

    The last vignette shows an innovative nail massage as one couple bonds over music and ambient light while awaiting their dinner.

    <iframe width=”560″ height=”315″ src=”https://www.youtube.com/embed/nGnubO8pl1E” title=”YouTube video player” frameborder=”0″ allow=”accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture” allowfullscreen></iframe>

    Hannah Tarpey of Mother London added: “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.”

    The OOH aspect of the campaign adopts a similar character, with bold typography displaying provocative taglines such as ‘Downtime is served,’ ‘Dishes that take one thing off your plate’ and ‘Sweet f*** all never tasted so sweet.’

    Uber Eats has adopted a carefree tone to its communications through stunts such as adult bibs in a bid to win over new audiences.

    Credits

    Client: Uber Eats UK & Ireland

    Campaign: Embrace the art of doing less 

    Client lead: Maya Gallego-Spiers, head of marketing, Uber Eats UK&I 

    Creative: Mother

    Strategy: Mother

    Production company (TV): Biscuit Filmworks

    Director: Andreas Nilsson 

    Production company (social): Biscuit Filmworks

    Director: Bine Bach

    Post-production: Selected Works

    Grade: Hannibal at Bacon via Selected Works

    Edit house: The Quarry

    Editor: Jonnie Scarlett

    Audio: Sam Robson at No8

    Music clearance: Leland Music 

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