Uber Eats and Mother Feel the Love for Love Island

As controversial reality show Love Island returns to British screens with a new series, Uber Eats has launched a suite of comedy idents as part of its sponsorship of the show. The stings feature the show’s presenter Caroline Flack and ‘voice of the show’ Iain Stirling as they attempt to inject a bit of Love Island sauciness into everyday situations.

The creative was devised by Mother London, as confirmed by an Uber Eats spokeswoman, who said: “Mother worked on the Uber Eats Love Island campaign, providing creative content and support.”  The series of idents riff off iconic Love Island catchphrases or ‘moments’.

Love Island, for those out of the loop, is a British dating show in which the young and the horny spend several weeks in Majorca and are encouraged to couple up. It has had spin-offs in Australia, Finland, Germany, Hungary, the Netherlands, Sweden and the US.

The sponsorship deal is reported to be worth about £5m, a record-breaking sum that more than doubles that paid by previous sponsor Superdrug. The show is the most watched among 19-24-year olds in the UK and this season’s opener drew in 3.3 million viewers, the highest debut for ITV2. 

The deal was announced back in January, though since then ITV and Love Island have found themselves in the middle of tragedy and controversy. Two prior contestants were found to have committed suicide, with the most recent, Mike Thalassitis, confirmed today at an inquest. This, alongside the death of a participant on The Jeremy Kyle Show has opened up the debate about psychological support and aftercare for people featuring in reality TV shows.