Uber Eats is tapping into World Cup fever by signing Gordon Ramsey for its first ever global ad campaign, with the Michelin-starred chef urging home cooks to put down their pans, turn on the footie and order a takeaway instead.
“Who Could Cook At A Time Like This?” is being led by a TV spot launching across 17 markets worldwide this week, and follows Ramsay going door to door interrupting people mid-cook, and berating them for missing key moments of the match by being stuck in the kitchen.
Set to Dario G’s football anthem Carnival de Paris it has been created by Mother and directed by Jeff Low through Biscuit Filmworks.
The TV spot will be supported by a global social media programme designed to spark conversation throughout the World Cup, alongside local market activations tailored for cultural relevance.
It will run for five weeks across TV, social media and out-of-home in Australia, Belgium, Canada, Denmark, Finland, France, Germany, Ireland, Netherlands, New Zealand, Portugal, South Africa, Spain, Sweden, Switzerland, UK, and US.
Ramsay, who was once a promising youth footballer, said: “When the football’s on, nobody wants to be standing over the stove stressing about dinner. A night off from cooking isn’t the end of the world, it’s called priorities! Get the game on, order Uber Eats and enjoy it properly.”
Uber global head of marketing Georgie Jeffreys added: “We wanted to find the most over-the-top and entertaining way to play up a very real truth: when the game is on, people don’t want to cook.
“As our first-ever global delivery campaign, it was important to lead with an idea that was universal, simple, and culturally relevant for fans everywhere – while showing how Uber Eats helps fans get the food they want delivered straight to their door, without missing a moment of the action.”
In France, Uber Eats has partnered with the French Football Federation on sponsorship idents featuring French national team players including Ousmane Dembélé, Dayot Upamecano, Lucas Digne, Maghnes Akliouche, Rayan Cherki, Theo Hernandez, Mike Maignan and Désiré Doué. In Spain, localised out-of-home creative poses the question directly: “¿Cocinar? ¿Ahora?”
Mother global chief creative officer Felix Richter commented: “The entire campaign started with one very funny contradiction: Gordon Ramsay, probably the world’s most famous chef, telling people this is absolutely not the time to cook. Once we had that, everything else flowed from there. Gordon brought the perfect level of intensity, comedy and chaos to it.”
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