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.