Uber Eats launches new ‘do less’ brand campaign with Mother London

Uber Eats has launched a new brand campaign with creative agency Mother London, calling on consumers to ’embrace the art of doing less’.

Appearing across TV, BVOD, cinema, social, digital, print and OOH, the new campaign will be running nationwide for the next eight weeks.

The ‘Embrace the art of doing less’ campaign includes three hero ads – Dance, Nails and Parrot – all highlighting what can be done with the time saved by getting the things delivered by Uber Eats. There are six ads in total, leading with ‘Uber Eats delivers a bit of downtime’ and ending with ‘Uber Eats: Get Anything’.

Out of home features bold typography, with headlines including ‘Downtime is served’ and ‘Dishes that take one thing off your plate’ and ‘Sweet f*** all never tasted so sweet’.

To receive a daily dose of marketing news subscribe to our FREE daily newsletter

Mother London creative Hannah Tarpey said the campaign was designed to focus 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.”

Creative director Martin Rose also commented on the campaign, saying: “After lockdown, we all seem to have accelerated back to a hustle culture. Rather than aiding that, we wanted to focus on the opposite, the joy of doing less.”

Uber Eats head of marketing Maya Gallego-Spiers 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, 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.”

Mother London and Uber Eats first began working together on the 2020 brand campaign ‘Bring It’, which starred comedian Guz Khan as a delivery courier.