Out of Your Bubble: Uber Eats Bonanza, Cadbury Packaging, and Restrained OOH

Psembi> The blancmange of Super Bowl spots has overshadowed a few interesting pieces in the last few weeks. Let’s talk about everything non-Super Bowl. 

My local pick is the latest Australian Uber Eats campaign. Context here, Cher is big in Aus. 

Hannah> It’s fun! My favourite of the ‘Get Almost, Almost Anything’ series. 

Uber Eats UK entering the chat. This one featuring Javier Bardem to launch a new platform, ‘When you’ve done enough, Uber Eats.’ 

Full disclosure, I had the joy of working on this, so I’m biassed on the work itself. To see how the brand is flexing tone with celebs’ in different regions is interesting. Always comedic but more bombastic in Aus. And dialed up to 11 in the US. 

Chrystel> Both are funny. The Bardem spot is my favourite, I find the line super clever and fitting for the brand. Sorry for bringing up the Super Bowl, but this Matthew McConaughey ad is brilliant. I love when brands are self-deprecating.  

Psembi> A few Aussies had plenty to do with this, and it shows in the self-deprecation. Hey, a pun idea isn’t to everyone’s tastes, but I’m sure this was a fan favourite.

Hannah> Also out of London, some playful packaging for Cadburys. A very simple idea. I can imagine this started as an OOH concept, but is stronger for living on real tangible packs. I’d love to see them get more niche and bizarre over time. 

Chrystel> I absolutely love this campaign! To me it’s a future Grand Prix. It’s so difficult for brands to infiltrate people’s daily life and this does it so intelligently. They really respect their audience by making them think without giving them all the keys. And the packaging has already become memes.

Psembi> Couldn’t agree more, it’ll be interesting to see how this is picked up locally by markets. It’s very very campaignable. I can imagine the films and social campaigns that will fall out the back of this. Only niggle for me, the idea is a Grand Prix but the craft is a Bronze…

Hannah> Speaking of design, there has been a fair bit of commentary on the rise of stripped-back OOH in London in the last month, and the lack of logos in some of the refs below. I adore ‘See you in the morning' as an endline, but wish those ads did a better job overall. 

It’s not exactly a new tactic but are you seeing it in your markets?

Chrystel> The Kellogg’s one is great. I think they did a great job with the rebranding. It’s super hard for such an iconic brand to reinvent itself, right? On Tesco, I like the idea of words replacing the logo on the shopping bags (especially on the OOH), I find it poetic and well executed.

Psembi> Felipe [Serradourada Guimaraes, ECD] at BBH and the Tesco team are on a streak. This is great again. As was their logo replaced with individual ingredients at the end of last year. That brand is flying at the moment. 

Less great outdoor to talk about from Down Under, but after a few dozen topical moments, our colour campaign that launched with Barbie two years ago continues to find moments where colour is in culture (Charlie XCX was just in town last weekend). 

Chrystel> Finally, in France, there’s this campaign running for Petit Bambou (the number one meditation app). Basically, they stripped everything from their OOH. It simply says, “No logo, no photo, no promo, no promise. See? We can all take a break.”