From Mother LA, Postmates has launched their new “Hit The Spot” brand platform, centered around Postmates’ commitment to helping people find that sacred state of craving bliss. And it’s our Reel Ad of the Week.
The insight is when a craving hits, not just any food can satisfy it. It takes the perfect food from the perfect restaurant at the perfect moment and that combination can do much more than just fill you up. Everything can change when you hit the spot with that perfect meal.
“Focusing on cravings has always allowed Postmates to tie into people’s emotional connection to food. But with the new campaign, we’re going a few steps further. ‘Hit the Spot’ is, first and foremost, a platform idea about how food can transform everything — from your disposition to the course of history, evidently. It’s also a colloquial expression that people use when the right food shows up at just the right time. It contains a dual meaning that allows us to shine a light on some of our favorite restaurants as “spots” to “hit” near you. This is important because our brand isn’t just built on customers with great taste but on the best restaurants that everyone in that city craves and talks about,” notes David Kim, Creative Studio Director, Postmates.
In an increasingly crowded space, standing out is a challenge for everyone in the food delivery space. As the category spread its wings into delivering beyond food, Postmates saw this moment as the perfect opportunity to double down on the more elevated and buzz-worthy spots loved by locals.
To make the point, the spots show how Postmates would have saved the day in famous historical narratives (think Roman Emperor Julius Caesar’s assassination, Pirate Blackbeard’s Shipwreck, and the sinking of The Titanic) by delivering the exact right food at the exact right time (before things took a turn for the worst in a real life). Each spot nods to a modern food moment we can all relate to, even hundreds of years later. Watch below:
REELated:
“Postmates has always been the food delivery service that understood our irrational relationship with food. In this campaign, we wanted to shine a light on the irrational impact that the perfect food at the perfect moment can have on you. Sometimes it’s a salad that magically washes away the sins of last night, other times it’s pizza that makes you excited to work for a complete tyrant,” says Simon Bruyn, ECD, Mother LA.
San Francisco-based Postmates announced Mother LA as creative AOR in April 2019 alongside the debut of their first OOH work together for the ‘Postmate It’ campaign.
Mother LA first conceived and introduced the campaign platform “When All You Can Food is Think About” in 2020, exploring the emotionality of cravings and the real, sometimes bizarre reasons people crave food and reach for their phones to order delivery. The agency created three campaigns under the platform, with the most recent debuting earlier this year.
The recently launched TV campaign consists of two :30s spots and one :15s spot; OOH placements begin rolling out in December. The integrated campaign can be seen across TV, Digital & Streaming Audio platforms, and Social channels. The OOH will live across billboards, stadium signage, wild postings and more.
CREDITS:
CLIENT: Postmates
AGENCY: Mother Los Angeles
PRODUCTION COMPANY: Anonymous
Director: Tim Godsall, Anonymous
POST: Parliament, Lime
