"I've witnessed this with Uber Eats, where, as it progresses through its development cycle, wide-eyed, rational product demos slowly turn into big emotional platforms. Suddenly, agency partner Mother London's nurturing is visible. The tiny baby we all knew is no longer in front of us. Instead, it's a fully ... Jude Law who tugs at our heartstrings. Let me catch you up."
"After cracking open half a decade of System1 ad testing data, I can only assume this is why Mother took its name. Because it took a young, rational brand, held it to its marketing bosom, and raised it into an emotional category leader that any parent would be proud of. So proud, may I add, that the creatives in charge of this all just got a promotion. LOVE to see it!"
Uber Eats UK's messaging evolved from rational, product-focused demonstrations to emotionally led campaigns with consistent creative platforms. Early 2020-2021 work used the "Bring It" idea to demonstrate fast branded meal delivery and discounts, establishing service utility. Agency partner Mother London transitioned the brand toward emotional storytelling and a unifying tagline. Recent executions include the "When You've Done Enough" campaign starring Jude Law, following a Javier Bardem spot, and reflect long-term ad testing that indicates rising emotional effectiveness and brand maturity, supporting broader market leadership and recognition.
Read at The Drum
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