- Uber Eats has launched its new brand platform, "Phew," officially retiring its four-year "Get Almost, Almost Anything" campaign.
- The debut film travels back to 2013, showing Troye Sivan stuck at a slow supermarket checkout and Redfoo leading an energetic grocery store flash mob.
- Created by the agency Special and directed by Steve Ayson, the project marks the first Uber Eats partnership for both musicians.
- The campaign shifts the brand's focus from catalog variety to the emotional relief customers feel when avoiding dinner and grocery hassles.
Uber Eats has launched its newest brand platform, “Phew,” across Australia. Developed with creative agency Special and directed by Steve Ayson, the campaign marks the latest chapter in the agency’s nine-year partnership with the brand.
The new campaign officially retires the four-year “Get Almost, Almost Anything” platform to focus on the emotional relief of on-demand delivery.
The launch film travels back to 2013 to examine “Life Before Uber Eats.” In the ad, a pre-fame Troye Sivan rings up customers behind a painfully slow supermarket checkout register.
Moments later, Redfoo, at the height of his LMFAO party-rock era, leads a wild flash mob down the aisles. The scenario highlights the daily friction people faced before ordering dinner and essentials at the touch of a button.
Uber Eats has long leveraged unexpected celebrity pairings to drive cultural engagement. The delivery platform previously secured viral reach by tapping The Kid LAROI for a rare comedic turn, building on marquee spots historically fronted by Kim Kardashian and Kendall Jenner.
Both stars enter the campaign during peak career moments. Sivan recently headlined major music festivals behind his Grammy-nominated album Something to Give Each Other, fronted Prada’s Fall/Winter 2026 campaign alongside Hunter Schafer, and continues to expand his lifestyle brand, Tsu Lange Jor.
Meanwhile, Redfoo continues to tour international stages with his high-energy DJ sets.
Takeaways
Uber Eats’ move from “Get Almost, Almost Anything” to “Phew” signals an important maturity milestone for delivery platforms.
Consumers no longer need convincing about what delivery apps can bring them; they already know. Instead, the marketing battleground has shifted toward emotional resonance and relieving the subtle guilt people feel about paying for everyday convenience.
By revisiting 2013, the campaign taps into affectionate pop nostalgia while reminding viewers how irritating simple chores used to be.
For Troye Sivan, jumping effortlessly between prestigious high-fashion houses like Prada and lighthearted mass-market comedic ads showcases his commercial flexibility, proving that modern pop icons can embrace broad humor without sacrificing their artistic cool.
Why is early-2010s music nostalgia proving so effective at bridging the gap between Gen Z and Millennial audiences? Which past pop-culture eras offer the best comedic contrast for modern tech conveniences?
