Uber Eats has launched a fun new global delivery campaign, “Who Could Cook At A Time Like This?”, featuring Gordon Ramsay and developed by Mother. The campaign rolls out across 17 markets.
The hero film follows Ramsay going door to door, interrupting people mid-cook, urging them to put down their pans, turn on the football, and order Uber Eats instead. Set to Dario G’s “Carnival de Paris,” the film features a series of increasingly dramatic interventions in which Ramsay berates home cooks for missing key moments of the match.
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The campaign runs across TV, social media, and out-of-home in Australia, Belgium, Canada, Denmark, Finland, France, Germany, Ireland, the Netherlands, New Zealand, Portugal, South Africa, Spain, Sweden, Switzerland, the UK, and the US.
“When the football’s on, nobody wants to be standing over the stove stressing about dinner,” said Gordon Ramsay.
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“A night off from cooking isn’t the end of the world, it’s called priorities! Get the game on, order Uber Eats and enjoy it properly.”
“We wanted to find the most over-the-top and entertaining way to play up a very real truth: when the game is on, people don’t want to cook,” said Georgie Jefferies, Global Head of Marketing, Uber.
“As our first-ever global delivery campaign, it was important to lead with an idea that was universal, simple, and culturally relevant for fans everywhere – while showing how Uber Eats helps fans get the food they want delivered straight to their door, without missing a moment of the action.”
The campaign was directed by Jeff Low through Biscuit Filmworks. It will be supported by a global social media program designed to spark conversation throughout the tournament, alongside local market activations tailored for cultural relevance.
“The entire campaign started with one very funny contradiction: Gordon Ramsay, probably the world’s most famous chef, telling people this is absolutely not the time to cook,” said Felix Richter, Global Chief Creative Officer, Mother.
“Once we had that, everything else flowed from there. Gordon brought the perfect level of intensity, comedy and chaos to it.”
Credits
Client: Uber Eats
Global Head of Marketing: Georgie Jeffreys
Creative Agency: Mother
Media Agency: PHD
Production Company: Biscuit Filmworks
Director: Jeff Low
Executive Producer: Hanna Bayatti
Producer: Toby Courlander
PM: Matt Bulaitis
DP: Tom Townend
Production Designer: Paul Austerberry
Home Economist: Fergal Connolly
Wardrobe Stylist (GR): Maureen Vivian
HMU (GR): Buster Knight
Wardrobe Stylist (Cast): Wiz Francis
HMU (Cast): Eve Coles
HMU (Cast): Courtney-Reece Scott
Edit: Shift Post
Edit Executive Producer: Kirsty Oldfield
Editor: Saam Hodivala
Editor: Adam Buckmaster
Editor: Chris Mckay
Edit Assist: Christina Hill
Post: Time Based Arts
VFX Lead/Supervisor: Stevo Grasso
Post Producer: Chris Aliano
Colourist: Simone Grattarola
Sound: 750MPH
Sound Engineer: Sam Ashwell
Sound Engineer: Jake Ashwell
Sound Engineer: Matthew Valentine
Sound Head of Production: Rachel Saxon
Music Co: Mr Pape
Music Supervisor: Sam Emery
Composer / Arranger: Craig Brown
Publisher: Bucks Music Group
Master Rights: Mr Pape
Talent Broker: Mayflower Entertainment
Music: “Carnival de Paris”
Dining and Cooking