Just Eat has enlisted pop star Katy Perry to take its ‘Did Somebody Say’ platform global.
The 60-second blockbuster television commercial (TVC) premiered in Ireland during the ad break of 'Conversations with Friends,' which aired on Wednesday 18 May at 9.35pm on RTÉ One.
The Concept
Created by McCann London, the TVC sees a Just Eat delivery courier arriving at Perry’s home, a 'fantastical supersized' dolls house.
Referring to the creative concept, the advertising agency explained that 'as the courier hands over her food, we cut inside and go on a whistle stop tour of Perry’s world, complete with elaborate costumes, piano playing puppets, and a wide range of fabulous food for every occasion'.
The carefully crafted lyrics showcase the range of cuisines and dishes available on Just Eat, 'mirroring the rise in demand for food delivery in non-traditional takeaway moments such as breakfast, lunch and mid-week'.
Rob Webster and Alexei Berwitz, creative directors at McCann London, commented, "With Katy’s global appeal, we’re bringing the ‘Did Somebody Say’ platform to more markets than ever before, while her supercharged remix builds on the success of the last campaign to land another little slice of pop culture.”
Music And Lyrics
Directed by iconic music video veteran, Dave Meyers, who previously created videos for Perry’s global hits 'Swish Swish' and 'Firework', the film has an authentic and playful Katy Perry feel, introducing her own 'vibrant and quirky feast of style'.
Music and lyrics were co-created by Katy Perry, Kris Pooley, McCann London and the team responsible for the original 'Did Somebody Say Feat. Snoop Doggtrack'.
The campaign was written and art-directed by Ben Buswell and Jo Griffin and shot in LA with production company Radical Media, with photography by Vijat Mohindra.
Katy Perry said that working with Just Eat Takeaway.com was a "really fun and natural experience".
"Coincidentally most of my records and eras have had food undertones to them, from strawberries to peppermints to now mushrooms," she said.
"Ordering takeaway is a regular Saturday night for me, so it was fun to channel that into a video that is a combination of the things that bring joy to my life: poppy bright colours, wild outfits, and food puns sung over a catchy tune.”
Did Somebody Say Feat. Snoop Dogg
Did Somebody Say Feat. Snoop Dogg' secured Just Eat Takeaway.com a number of industry accolades, including being voted the #1 most effective brand sonic by Mark Ritson.
Commenting on the campaign, Amanda Roche-Kelly, managing director at Just Eat in Ireland, said, “We couldn’t have predicted the success of 'Did Somebody Say featuring Snoop Dogg,' It put the brand firmly on the cultural map, anchored the message that Just Eat is the answer to all food cravings, and connected us with audiences, building brand love and consideration in a fiercely competitive sector.
“Katy Perry brings unparalleled star power and her playful nature matches ours to a tee. It’s the perfect partnership to continue building the instinctive connection between Just Eat and the joy of food delivery."
The new global campaign TVC will run across TV, OOH, DOOH, social media and radio for the duration of the campaign.
© 2022 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. For more technology news, click here. Click sign up to subscribe to Checkout.
