Overview

Uber Eats is expanding its “Get ⁣Almost, Almost Anything” platform with a new campaign centered around visual gags and literal interpretations of products available through its marketplace. Created in partnership with Special US, teh campaign ⁣launched on December ‍10, 2025, and will run through early 2026 across TV,‍ online video, and social media channels.

The Campaign: Surrealism and Literalism

The campaign consists of ten spots directed by Nick Ball (MJZ) ⁢that present everyday uber Eats products through a deliberately absurd lens. Each advertisement functions as a visual puzzle, challenging viewers ‍to decipher⁣ the⁢ connection between the scene and the product it represents.

Examples include:

• A couple performing a⁢ slow Latin dance representing “mild salsa.”
• A man dressed as a banana chasing a woman dressed⁣ as grapes, symbolizing “passion fruit.”
• A twerking pirate on a boardroom table embodying “Pirate’s Booty.”

The core concept revolves around taking product names “far⁢ too literally,”⁣ according to dave Horton, Chief Creative Officer and ⁢Partner at Special US.

Strategic Intent and Brand Positioning

Georgie Jeffreys, Uber’s Head of Marketing for North‍ America, explained that the campaign aims to showcase the expansive selection available on the Uber ⁤Eats⁤ marketplace while entertaining audiences. The strategy allows Uber Eats to highlight its diverse offerings in an ⁢unexpected and memorable way.

The campaign builds on Uber⁢ Eats’ previous work, including their⁣ collaboration⁤ with Bradley Cooper, continuing a trend of leveraging humor and celebrity endorsements to build brand recognition.

special US: Breakthrough Agency of the Year

The campaign was developed by Special US, which was named Adweek’s 2025 Breakthrough Agency of the year. The agency’s approach focused on creating a playful experience for consumers, encouraging them to actively participate in deciphering the product representations.