Are you feeling the rush? No, not the Christmas rush, but the rush. ‘Coz Uber Eats Australia is, especially that they recently welcomed “Rush” singer Troye Sivan to their team. Not as an employee, but as an endorser. Here’s the scoop!
The newest campaign, “Phew,” falls under the “Get Almost, Almost Anything” campaign of the leading food delivery app, which Ridesharingforum.com has continuously featured here. The campaign has been running now for four years and counting.
Rolled out in over 17 international markets, “Get Almost, Almost Anything” broadened perceptions of Uber Eats beyond takeouts to prove the breadth and depth of the brand’s grocery, retail, and food offerings.
Uber Eats Asia-Pacific Special CSO Celia Garforth told the RSF team, “‘Phew’ shifts focus from utility to the emotional value of on-demand convenience. This was based on extensive ethnographic research that surfaced the reluctance people still feel around paying for some types of convenience, despite the mounting stresses of modern life.”
In the brand-new ad, Sivan plays as a staff at a grocery store, in a re-teling of what was life before Uber Eats, circa 2013. His first frame is holding a cabbage. There are also dancing scenes on the ad, so you better watch it now.
So, why is Sivan here? Contrary to first impressions that he’s an Australian in the USA, he’s actually from Australia. His genre is dance and electronic, with “Rush” as his most famous song. He has also collaborated with other artists like Ariana Grande.
Other team members behind the production stated, “‘Phew’ seeks to alleviate this tension and continue to normalise on-demand delivery as a solution to daily pressures. Transporting people back to 2013 was a fun way to remind everyone just how friction-heavy life was before on-demand delivery became second nature.”
What do you think of the ad? Is it a thumbs-up, or a flop? Talk to the food delivery people by registering and opening your account here on RSF, mate! Good day, Australia! Game on!