A Fruity Romance and Tepid Salsa Dancing in Absurdly Literal Uber Eats Ads

Uber Eats has expanded its ‘Get Almost, Almost Anything’ platform with a new set of films that take the brand’s promise playfully at its word.

Created by Special US and directed by MJZ’s Nick Ball, the latest work leans into cinematic storytelling and visual misdirection, transforming everyday grocery and convenience items into absurd literal interpretations before revealing what can actually be ordered through the Uber Eats app.

“This campaign reminds people of the incredible range and selection on Uber Eats. But the truth is, most of that range consists of everyday items. So by playing with their meaning, those everyday items became far more memorable,” says David Horton, CCO of Special US, speaking with LBB.

The campaign launches with four films, each built around a similar bait-and-switch structure. In ‘Mild Salsa’, viewers are dropped into a painfully slow dance class – a literal take on ‘mild salsa’ – before the scene cuts to a bowl of mild tomato salsa being delivered to a customer’s door.

‘Pirate’s Booty’ opens on a pirate breaking into an unexpected twerking routine, before landing on the familiar puffed corn snack.

‘Jolly Ranchers’ imagines a group of euphoric farmers celebrating in a field, while ‘Passion Fruit’ plays out as a romantic reunion between two lovers dressed head-to-toe as fruit, embracing in slow motion before the reveal.

Passion Fruit was a late addition to the campaign, and one that David and the team were “kind of figuring out” while shooting the others. “The casting was so good,” he says. “It was honestly kind of emotional to see the chemistry between the actors. Even though they were wearing fruit costumes.”

“The approach wasn't really about having dialogue or not, it was a choice to make each of these an absurd world that wasn't narrative driven, but rather a moment that created a cinematic, literal misinterpretation of the name of each product,” adds David.

He and the team were particularly keen to work with Nick Ball due to his ability as such an incredible world builder. “He really jumped on board with the idea that each of these would be their own little worlds in their own right,” says David. Their relationship to each other only exists in their shared simplicity and absurdity.

Together, the films continue Uber Eats’ approach of building humour through misunderstanding, stretching language just far enough to surprise without losing clarity around the product offering.

The campaign is rolling out across TV, online video and social channels through the end of the year and into early 2026, marking the next phase of the ‘Get Almost, Almost Anything’ platform.