In 2021, the competition between food delivery services was heating up. In addition to solidifying its position as a category leader, Uber Eats wanted to impact culture at large. This meant going beyond celeb cameos. We wanted to help the brand become a part of conversation about art, music, fashion, and so much more.

To do that, Uber Eats united two groundbreaking artists known for making waves.

AdAge | AdWeek | Muse | Complex | Pride | The Drum

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Shared History Among Icons

Elton & Lil Nas X are two incredibly talented men. They’re true to themselves and are willing to take on the conventions of the world with flare and showmanship that no one can ignore. They are unapologetically themselves and will not bend to the boring world around them.

So we shined a light on their commonalities that cross generations and genres. They’re two incredible kindred spirits who make each other even more amazing than they already were.

The Tease

It all started with a tease across social channels. It was a simple little video to get the world talking. By tapping into their fanbases, we were able to quickly build buzz and anticipation for what was coming next.

Rides

With the buzz building, the campaign started rolling out. The first spot leaned into each icon’s history as they enjoyed their very own custom mechanical ride along with their Uber Eats order.

Ketchup Versus Mayo

In true showstopper fashion, the next spot included a lavish wardrobe change. In this spot, we tapped into food culture to spark a debate between ketchup and mayo fans.

We also took this opportunity to subtly introduce customers to Uber Eats’ new delivery options

Casual

As a finale in our trio of spots, we featured Lil Nas X and Elton in some of their most iconic looks, but with a twist.

Results & Culture

The work spread quickly and amassed over 45 million YouTube views and over 2 billion media impression. More importantly, it put Uber Eats in the middle of the cultural conversation about art, music, fashion, and food.