Another standout: the action-packed claymation journey to hell and back, complete with a motorcycle-riding character named Keith who’s pursued by demon creatures and powered by hot chicken.
“Each piece of food had its own brief,” Dave Estrada, creative director at Mother LA, told Adweek. “We were going for that euphoric moment, which could be serenity and bliss or pleasure and pain.”
Though the ads are short—6 and 15 seconds via production house Nexus Studios—they were “a staggering amount of work,” given the animation and visual effects process, Estrada said. The campaign, first conceived in the spring, was in production for three months.
Defining its turf
With the campaign, Postmates intends to “more clearly define our swim lane” and differentiate its service from sister brand Uber Eats, while retaining its irreverent personality, Kim said.
“Uber Eats has focused on the ‘anything and everything’ message in a very mainstream way,” said Brittany Hoffman, head of marketing at Postmates. “We focus on that one thing you’ve been craving.”
“This Is Your Brain on Food” drops in Los Angeles and Austin, Texas, in keeping with the brand’s emphasis on top-performing, high-growth markets with strong foodie cultures.
In addition to the short films released on digital channels, there are out-of-home ads and painted murals from artists such as Jen Stark and Akiko Stehrenberger.
