Phew

Uber Eats Australia has launched “Phew,” a new brand platform from long-term creative partner Special that replaces the four-year-old “Get Almost, Almost Anything” campaign. The previous platform expanded perceptions of Uber Eats beyond takeaway, highlighting its grocery, retail and broader food delivery offering across more than 17 international markets.

The new campaign takes a different approach, transporting audiences back to 2013, before Uber Eats existed. Directed by Steve Ayson, the launch film follows people dealing with the everyday frustrations of grocery queues, inconvenient shopping trips and the effort required to get basic essentials before on-demand delivery was available.

Featuring cameos from Troye Sivan and LMFAO’s Redfoo, the campaign focuses on the sense of relief that comes from being able to order everyday essentials at the press of a button. By imagining life before Uber Eats, “Phew” turns the convenience of modern delivery into something audiences can appreciate through humour and nostalgia.

The new platform broadens the brand story beyond what people can order, focusing instead on how Uber Eats makes everyday life easier. The campaign uses a familiar pre-delivery world to highlight the contrast with the convenience consumers now take for granted.