Uber Eats has launched in Spain a new and ambitious brand campaign under the strategic umbrella of “asks for almost all.”
The centerpiece, worked with Ogilvy, is starring Antonio Banderas, who is the focus of a hilarious story with chaotic dyes where the everyday and the extraordinary are intertwined through a misunderstood request in the application. The result is a picture of Goya missing from a museum, an improvised restoration and a last minute informative that makes the actor the protagonist of an international artistic scandal.
With this campaign, Uber Eats seeks to strengthen its positioning as a platform that offers more than home food. Through an intelligent humor and local cultural references, the announcement raises a scenario where the possibilities of asking “Almost almost everything” They lead to consequences as absurd as memorable.
The piece, directed by Damien Shatford and produced by Biscuit/Rome with the management of Hogarth, marks the start of a 360º strategy that includes television, video platforms on demand, external advertising, digital media and special actions.
“His charism has been key to bringing this story to the next level”
“Having Antonio Banderas as the protagonist has allowed us Patricia Medeiros and Pablo Cachón, creative directors in Ogilvy claim.
The spot starts with flags in the face of a shelf full of awards, detecting an empty hole. When looking for “Goya” in the app, instead of receiving the film award, they give him a picture of the Aragonese painter. When spilling wine on painting accidentally, try to restore it at home – with results that inevitably evoke the famous Ecce Homo de Borja – before furtively return to the museum, just when the alarm jumps.
Throughout the piece, multiple are also inserted Easter Eggs that tribute some of Goya’s most iconic works, such as “on May 3, 1808”, “Semihundido Dog” or “Maja dressed”, integrating visual comedy with cultural references that underline the conceptual ambition of the project.
“In Uber Eats you can ask much more than food: from supermarkets to florists. The concept of ‘almost almost all’ gives us the freedom to play with situations that touch the impossible, but that speak of the differential value of our platform”points out Gianluca Benincasa, Head of Marketing of Uber and Uber Eats in southern Europe.
The campaign reinforces the global positioning of Uber Eats as a relevant actor in popular culture, relying on recognized celebrities and high -impact narratives. Antonio Banderas’ choice responds to a clear emotional connection strategy, but also to a brand vision that seeks to speak to the Spanish consumer from shared codes: art, humor, everyday life and national pride.
This launch in Spain gives continuity to other recent movements of the brand, such as the spots starring Iker Casillas and Gerard Piqué, and aligns with the line marked in international markets such as the United States, where Uber Eats has had celebrities such as Jennifer Aniston or Brian Cox, the latter protagonist of the spot Emmy Awards for Best Ads.
In this case, the Malaga actor’s choice connects with the local audience and reinforces the commitment of Uber Eats for a distinctive and culturally relevant narrative.
The spot is already active on TV, digital platforms, social networks and exterior supports, and is part of an integral display that seeks as much notoriety and competitive differentiation.
