Uber Eats delivers meals, the brand recently came up with an interesting story on Super Bowl. They made a calculated strategic choice to use one of the most viewed events of the year to market their services, which is the backstory of its iconic Super Bowl commercial.

Uber Eats’ Super Bowl spot is a successful example how brands can leverage high profile events to improve brand awareness, engage the consumers and drive amazing business results. The humor in the commercial and strategic messaging has captured audience attention and left a lasting impression.

More Than Food, More Than Memory

Uber Eats offers various delivery services. However, do you remember when you need laundry detergent, toilet paper, or office supplies? Most of you would say “No”. You can only relate the brand to online food offering and delivery.

Well, the delivery platform is aware that users tend to overlook its other offerings.  In their star-studded Super Bowl commercial, which made its debut on Tuesday, February 6, 2024, they nudged viewers to remember even if it means forgetting something else – Friends star Jennifer Aniston receives an Uber Eats bag from her on-set aide at the beginning of the one-minute commercial. The assistant remarks, “I didn’t know you could get all this stuff on Uber Eats,” pointing to the bottle of lotion and bouquet that stick out from the bag. “Well, you know what they say,” Aniston replies. “In order to remember something, you’ve got to forget something else.”

The advertisement then cuts to several short stories. As Victoria Beckham and David are unpacking an Uber Eats bag, Victoria tries to recall the name of the female group she was in (“Cinnamon Sisters?”). The rapper Jelly Roll is unaware of his facial tattoos. When Anniston’s Friend’s co-star David Schwimmer of Friends arrives on set, Aniston asks him, “Have we met?” in a bewildered manner.

Scenes of everyday Joes forgetting that peanut butter contains peanuts and coming up to work without pants are intercut with the star-studded cast. In closing, the commercial asks viewers, “Whatever you forget, remember Uber Eats gets anything,” and then transitions to a scene showing Usher, this year’s halftime performer, sitting backstage and forgetting he’s playing the event.

The Beginning of the Story

They had a long lead time to come up with concepts and stay up to date on cultural events because they started working on the scripts and visuals over a year in advance. As Woodhams-Roberts explains: “It’s about taking the core idea and then using these external cultural moments to bring in things that will line up just perfectly for Super Bowl, whether it’s TV shows, movies, or music.” Thus, the time we give it to ourselves to work on it opens that window for us to expand on the concepts.

When the Beckham documentary debuted on Netflix during this gestation period, people chose to run with Victoria’s claim to be working class. Thousands of jokes appeared on social media timelines, and companies even got involved. As luck would have it, the agency was starting production on Uber Eats’ Super Bowl advertisement, for which the Beckhams had previously signed on.  “The special sauce is when we can align production so that we can adjust and take things in and of the moment as we’re creating,” states Woodhams-Roberts. With more than 3 million views on YouTube alone, it proved to be a wonderful method to tease the advertisement.

Decoding the Creative Process of Uber Eats’ Super Bowl Ad

Even though Special Group directed the artistic genius, a strong team was necessary to create the magical feeling seen on screen. Despite its youth, Special Group had already won praise from critics for its ability to bring new viewpoints and strategic ideas to the table. They teamed up with Saturday Night Live alumnus Jake Szymanski, a seasoned experienced director, and Gifted Youth, a production company, to enhance their vision.

Uber Eats’ ideal team, each a virtuoso, painstakingly turned the company’s concept into an alluring reality. It took more than just writing amusing dialogue or scenes to make them come to life; it also required timing and flawless execution.

This teamwork made sure that every component—from visual humour to celebrity interactions—landed flawlessly and added to the overall success of the advertisement.

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Beyond the Brief: Stars Take Centre Stage

While the original brief was limited to emphasizing Uber Eats’ wide range of delivery alternatives, Special Group wasn’t willing to take any chances. They came up with the clever and realistic idea of the forgetfulness that often accompanies remembering something else The hilarious concept struck a deep chord with viewers, laying the groundwork for the ensemble of A-list actors to bring it to life.

Despite not having been intended, the playful self-deprecation of the Beckham teaser wonderfully encapsulated the tone of the advertisement. The coincidence that this happened to coincide with a viral trend increased interest in the entire advertisement. And it did, presenting humorous examples of amnesia from stars like David Schwimmer, Jennifer Aniston, and even Usher, the halftime show performer.

Special Group’s cooperative strategy was essential to the advertisement’s success. They collaborated closely with every star, customizing jokes to fit their distinct characteristics and making sure the humour connected with their specific fan bases.

This was especially true of Schwimmer and Aniston, whose enduring “Friends” relationship flowed naturally and subtly into subtle comedy. Nothing about filming was easy. Rapper Jelly Roll, who recently entered the acting world, towaway everyone with his effortless delivery and comic timing. Another layer of silly fun was added when Usher, in a cheeky twist, “forgot” about his own halftime act.

Even with the intense pressure of performing on the Super Bowl stage, Special Group put the enjoyment of the moment first and avoided the traps of perfectionism. They realized that in an ocean of rival advertisements, relevant humour was the secret to getting viewers to pay attention.

This behind-the-scenes look demonstrates the careful preparation, clever adaption, and cooperative attitude that went into creating an advertisement that was more than just entertaining. It demonstrated the strength of imagination, skill, and a pinch of strategic cultural understanding all while skilfully delivering its message. Ultimately, Special Group’s strategy produced a memorable Super Bowl commercial and established a new benchmark for brand storytelling in the cutthroat world of marketing.

Evolving the Brief into a Super Bowl Showstopper

Uber Eats’ Super Bowl ad brief was simple at first: remind viewers that they can order food options beyond takeout. Despite their seeming simplicity, the Special Group creative team recognized they had to go beyond cliched props and exaggerated statements in order to fully embody the memorable and entertaining nature of the Super Bowl.

“It wouldn’t cut through to show every use case,” Executive Creative Director Dave Horton said. “And while ‘anything’ is fun, it wouldn’t feel realistic.”

They therefore set out to develop the brief, looking for an idea that was both genuine and alluring. An empty wine glass from dinner proved to be the catalyst for change. A spark was lit when Horton’s creative collaborator Matt Woodhams-Roberts saw someone go to buy wine rather than place an Uber Eats order.

This unremarkable event served as a catalyst for a more thorough investigation into memory and behaviour.  For our Super Bowl commercials, Horton said, “we usually look for a straightforward, expandable joke.” They concluded that “you have to forget something else in order to remember something.” This approachable idea struck a chord and gave rise to innovative possibilities.

However, evolution continued after that. They accepted the duality, remembering something new while maybe forgetting the go-to solution, rather than concentrating just on forgetting. This small change made the message more interesting by bringing comedy and a sense of discovery.
Scripts were born out of this basic idea. The group acted out scenarios in which forgetting turned into a relevant and funny game.

Lighthearted humour was provided by David Beckham forgetting his wife’s band name (“Wasn’t it the Cinnamon Sisters?”). Celebrities like David Schwimmer and Jennifer Aniston, well-known for their “Friends” chemistry, were added to the mix, heightening the hilarity, and bringing back fond memories.

They weren’t content to just mimic “Friends” sequences, either. Rather, they put these well-known celebrities in unfamiliar settings, allowing their humorous timing and personalities to come through. The jokes felt new and natural because of this strategy, which guaranteed authenticity and connected with the audience. The shifting brief focused on developing the ideal voice for the company, not just on comedy. The group avoided highly prepared jokes in favour of letting celebrities riff and customize them, adding sincerity and humour that is specific to them. This collaborative attitude made sure the jokes resonated with fans and strengthened their bond with the brand by ensuring they landed honestly.

Naturally, difficulties occurred. Although Jelly Roll, a new rapper, had no prior acting experience, he shocked everyone with his hilarious timing. The team took advantage of these moments and transformed them into unanticipated pearls that added to the advertisement’s charm.

The Super Bowl loomed large throughout the process. However, Special Group avoided the perfectionism trap by putting pleasure first. They knew that in a crowded field, viewers would gravitate toward relatable humour. In retrospect, it’s amazing how the short-changed over time. The team’s first goal was to remind consumers about different delivery, but they eventually came up with an accessible idea that combined humour and the natural connection of the celebrities.

This Super Bowl commercial showcased the strength of talent, inventiveness, and timing-sensitive cultural awareness in addition to being entertaining. It succeeded in conveying its message clearly and raised the bar for brand storytelling.

From Hype to Hilarious Reality: Stars, Humour, and Collaboration Take Centre Stage

It was difficult to live up to the enormous anticipation that surrounded the teaser, but the full-length Uber Eats commercial succeeded admirably. A side-splitting parade of forgetful celebs, each contributing their own distinct humorous flair, greeted fans upon the show’s February 6th premiere.

The way the advertisement takes aim at Posh Spice’s famed group, the Spice Girls, is aptly demonstrated by David and Victoria Beckham’s lighthearted repartee. David says with confidence, “Basil babes,” to which Victoria questions, “Wasn’t it the Cinnamon Sisters?” The Spice Girls, as Matt Woodhams-Roberts puts it, “were everywhere.” It felt tense to be able to joke about it because it’s a collective, worldwide memory that cannot be eradicated.” A strong sense of humorous tension based on mutual cultural understanding was felt by the audience.

Along with rapper Jelly Roll and halftime act Usher, “Friends” co-stars Jennifer Aniston and David Schwimmer contributed to the Super Bowl’s star power. Special US placed a high value on authenticity by utilizing the assets of each star and the attributes that their followers held dear.

As Dave Horton puts it, “It’s working with each person to kind of refine the joke and put it in their voice,” highlighting the process’ collaborative aspect. “And to make sure that it would resonate with their audience.”  Aniston and Schwimmer’s well-known “Friends” chemistry was priceless to them. Woodhams-Roberts says, “They’re just magical with it, so good at that nuanced humour and that chemistry together.” “It was all very natural.” Not that copying a scene from “Friends” would achieve the trick.

“We’re putting them in a moment that’s very familiar, and you know them, but it feels authentic because it’s a new situation,” says Woodhams-Roberts. It’s not their on-screen personas. They are the cause.”  The idea was to bring new humour and provide an insight into the “real” superstars. The stars were quite charming because of their self-deprecating humour and willingness to make fun of themselves, which enhanced their authenticity.

Beyond Script to Scene: Collaborative Magic in Action

The collaborative attitude was ingrained in every step of the creative process, not just the speeches. The screenplay provided a solid framework, but the real magic was in the back-and-forth between the stars and the creative team.  The script “was very close to what was captured,” for example, with Aniston and Schwimmer, according to Woodhams-Roberts. However, just the slight head shakes and nods, you know, the appropriate way of saying it… They’ve obviously spent a lot of time honing that skill, so they’re quite tuned in.”  Both actors consciously shaped their interactions in the run-up to the photo shoot.

Horton describes how, clearly relishing in the memories, they would “riff off of each other and play with this universal moment of ‘I remember you, but you have no idea who I am,'” even in between shots.

From Familiar Comfort to Fresh Humour: The Art of Reinvention

In terms of creativity, the group avoided merely acting out scenes from “Friends.” “We’re putting them in a moment that’s very familiar, and you know them, but it feels authentic because it’s a new situation,” reiterates Woodhams-Roberts. It’s not their on-screen personas. They are the cause.”

The secret was to provide something fresh and unexpected while simultaneously drawing back the curtain to give the audience the impression that they were witnessing the genuine celebrity. The celebrities’ openness to embrace humorous self-mockery and self-deprecation added to their feeling of authenticity and made them incredibly charming and personable.

The Uber Eats Super Bowl commercial was more than just a compilation of hilarious celebrity moments; it was an example of the strength of teamwork, well-placed humor, and a keen awareness of cultural touchstones.

Spotlight On: Bringing the Laughter to Life in L.A.

While the celebs brought their hilarious A-game to the table, more than star power was needed to translate the script to the screen. The filming was done in Los Angeles, where the spirit of teamwork persisted.

There was a lot of pressure. Meticulous execution was necessary to replicate the buzz from the teaser in the full-length ad. The group concentrated on establishing a setting that encouraged creativity and individual flair.  The performers weren’t the only ones with a sense of cooperation. The entire crew, including the directors and cinematographers, collaborated to make sure that every shot reflected the humour and overall message. Every celebrity was made to feel at ease and empowered to showcase their distinct humorous qualities thanks to this collaborative effort.

Nothing about filming was easy. It was a complicated dance, juggling deadlines, handling logistics, and guaranteeing creative harmony.

All this work culminated in a flawless final advertisement. It was given with a touch of self-deprecation and relatable humor, perfectly capturing the core of the “forgetting something to remember something else” idea.

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Conclusion: From Clever Brief to Unforgettable Ad

The process of filming the hilarious Super Bowl commercial turned into an example of the strength of collaboration, openness, and a common goal. It serves as a reminder that, on sometimes, moments that have a deeper resonance than any phrase could possibly have are produced when you let creativity run wild and stray from the script.

This section seamlessly links to the others by emphasizing the value of individual contributions and improvisation during filming while keeping the focus on teamwork. It also highlights the difficulties encountered and the general success attained via cooperation and sharing passion. With this commercial the company seized the opportunity to advertise other services to the viewers and it differentiated itself from the crowded food delivery market.

**The primary author of this piece is staff writer, Sakshi John