Nick Ball gives us more mis-Uber-standings
The breadth of offerings available through Uber Eats is shown through the things they don't provide in this witty campaign from Special Group.
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Credits
View on- Agency Special Group/Los Angeles
- Production Company MJZ/USA
- Director Nick Ball
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Credits
View on- Agency Special Group/Los Angeles
- Production Company MJZ/USA
- Director Nick Ball
- Chief Creative Officer Matthew Woodhams-Roberts
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Special Group/Los Angeles
- Production Company MJZ/USA
- Director Nick Ball
- Chief Creative Officer Matthew Woodhams-Roberts
Delivery groceries can sometimes make ridiculous substitutions, but we're not sure we've ever had anything as off-kilter as the examples in this hilarious campaign from Special Group.
Continuing the Get Almost, Almost Anything campaign, this new set of four spots sees alternative interpretations of items play out before revealing the true product - be it a shower caddy (golf/shelf), head of lettuce (veg/hockey player's hair), hot dogs (sausages/sexy canines), and the Sesame Street collab Bert's Bees (muppet/lip balm).
Directed by MJZ's Nick Ball, the film's lean into the playful concept, creating a fun guessing game for viewers as well as a well-landed gag.
"For me," explains Ball, "this was about setting a direction from the very first frame. When you launch a new platform, tone is what carries it, and because the idea itself is clean and simple, the craft has to be deliberate and controlled. If you’re sloppy with it, it’s just a dad joke with a budget. If you’re disciplined, it becomes something far more interesting and cinematic.
"I treated each film as its own small universe. Not sketchy, not frantic, not mugging for the camera. Just committed, confident performances with a confident world view and confident pacing. The more seriously we took the misread, the funnier it became. We never chased the laugh, we built the world and let the joke live inside it. If that foundation feels solid from day one, the platform can stretch in any direction without losing its spine.
"What I love about this structure is how expandable it is," he continues. "The rule is simple. Misread the product name. Build a world around it. Commit completely. Then flip it.
"Inside that, you have enormous range. One spot can feel like a fashion film, another like observational comedy, another like something strangely artful and restrained. As long as products exist, there are worlds to build. They can all look and feel different, but the logic underneath stays consistent. Over time, that consistency becomes the brand. You’re not reinventing the idea each time, you’re refining it and letting it build cultural memory.
"Ideally it reaches a point where the audience starts trying to guess the misread before we reveal it. That’s when it stops feeling like a campaign and starts feeling genuinely ownable and distinct."
