Created in collaboration with indie agency Special US, the latest work transforms everyday items from the Uber Eats marketplace into surreal visual gags designed to keep audiences guessing until the very last frame.
The campaign unfolds across a new series of 10 short films, each built around a familiar product, and an intentionally misguided interpretation of what “ordering” that item might actually deliver. A couple learning an unbearably slow Latin dance becomes “mild salsa,” while a man dressed as a banana running toward a woman dressed as a bunch of grapes delivers “passion fruit.” In another spot, a pirate twerking on a boardroom table stands in for Pirate’s Booty. The tone is knowingly silly, but that’s intentional, the jokes are meant to be obvious, visual and instantly readable.
According to Georgie Jeffreys, Uber’s head of marketing for North America, the “Get Almost, Almost Anything” platform allows Uber Eats to highlight the range of products available on the app in a way that doesn’t feel like a traditional product showcase.
Directed by Nick Ball through production company MJZ, the spots heighten the platform’s established surreal tone. Instead of simple exaggeration, the work embraces visual literalism: common phrases and expectations are interpreted with straight-faced seriousness, only to unravel into absurd outcomes.
The campaign builds on the growing recognition that comedy, especially when it embraces the strange and the specific, remains one of the most effective ways to cut through cultural noise. With “Get Almost, Almost Anything,” Uber Eats turns mundane delivery moments into memorable entertainment, proving once again that being almost right can be far more fun than being exactly on target.
