February’s Creative Spotlight: Uber Eats

This month’s Creative Spotlight brings you a bedtime story from Uber Eats. Though not the kind with far-off kingdoms, enchanted forests, or cuddly monsters. Instead, our tale unfolds somewhere much more surprising: the humble pages of a Chinese takeaway menu.

The ad begins with twinkling music and a child’s gentle request: “Mummy, can you tell me a bedtime story?”. When Mum begins with “once upon a time”, the listener readies themself for a tale of a princess in a faraway castle. However, instead you’re treated with something perhaps more familiar to tired parents who are simply too exhausted to cook.

This story quickly becomes a rundown of ordering a delicious banquet of sweet and sour chicken, special fried rice and prawn crackers on Uber Eats.

What’s particularly great about this ad, alongside making our stomachs rumble, is its clever use of category entry points. The ad leans into the universal experience of that end-of-day, utterly knackered feeling. By anchoring Uber Eats to this all-too-recognisable feeling, it strengthens the mental association between not being able to face cooking, and the ease of ordering something delicious on Uber Eats.

The ad ties back to their brand platform “When you’ve done enough”, again reminding us that sometimes you need to give yourself a break. And here that break comes with a side of special fried rice.

Creative agency: Mother London