Uber Eats, the official delivery partner of March Madness/NCAA, launches its first national advertising this week that coincides with the tournament and was created in collaboration with its ad agency Anomaly LA. The centerpiece of the 'Let's Eats' campaign is a long-form digital film featuring on-the-road exploits of Randy Watkins, an Uber Eats "man of delivery" and street sage. When March Madness rolls around and people need food, Randy hits the pavement. The film is a free-wheeling, kaleidoscopic odyssey from eclectic eateries to the homes and offices of a mad assortment of Uber Eaters.
“They make it,” says Randy. “I take it.”
Randy is played by Robert Powell III - known for his stand up comedy and breakout role as the barber Bibby in season 2 of Atlanta - in his first commercial production.
Additional digital videos, social posts and TV spots featuring Randy will roll out throughout the games along with the 'Tournament of Eats,' a series of fan-focused promotions that are activated through the Uber Eats app. The promotions offer March Madness fans Uber Eats rewards tied to game outcomes, for example,200,000 people will get up to $20 off on their next order if there is a Cinderella Upset (when a #16 seed beats a #1 seed).
Brand: Uber Eats
Spots: Ride Along, Zebras, Sweet Sixteen, Fanboy, Upset, Nicknames
Agency: Anomaly LA
Production Company: Imperial Woodpecker
Director: Stacy Wall
Editorial: Cabin Editorial
Color: MPC LA
Finishing: MPC LA
Music: Acid by Ray Baretto
Sound Design: Lime Studios
Mix: Lime Studios