Postmates ‘hijacks’ fitness and insurance ads to make you hungry

Delivery platform Postmates pulls its latest comedic move to remind people how hungry they are. New spots created out of agency Mother L.A. appear to be run-of-the-mill shills for familiar categories such as insurance, airlines and health. A pitchman sells a policy, an exercise guru lunges with vigor and a kid stares excitedly out of a jumbo jet. But the stories soon take a strange turn when the spokescharacters incongruously begin to chow down on pizza, ramen and more. Subscribe to Ad Age to stay up to date on the latest marketing and advertising news. The spots, directed by Steve Rogers via Revolver, are the latest iteration of the brand’s “When All You Can Food is Think About” platform, which launched in 2020 with a series of ads that transposed words in sentences to highlight consumer cravings. Read: Your cravings make you delusional in Postmates’ latest campaign “We wanted to break advertising to advertise what makes Postmates so special,” said Simon Bruyn, Mother L.A. executive creative director, in a statement. “For years, our goal has been to surprise people with cravings. It’s the more human rationale for why we decide to eat what we eat. This campaign hits right at the heart of advertising itself to deliver that point, with a special nod to our home here in LA.” That nod to the city of angels can be seen in out-of-home ads that tell a similar story across pairs of street benches. Benches on the left feature a boxer or a 1-800-laywer type redirecting their gazes to other benches across the way promoting local restaurants such as Zankou Chicken or the city’s best sushi spots. Postmates is owned by Uber Techologies Inc, parent company to fellow delivery platform Uber Eats, which earlier this month debuted its Super Bowl ad starring Jennifer Coolidge promoting how the service delivers more than just grub. Previously, Postmates and Mother L.A. created a luxury “cookbook” that instructed consumers on making the meals within its pages —by ordering them from Postmates. Read: Postmates made a 'cookbook' that doesn't require you to cook.

Postmates ‘hijacks’ fitness and insurance ads to make you hungry

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