Grubhub has launched a groundbreaking Super Bowl ad directed by Greek filmmaker Yorgos Lanthimos and starring George Clooney, aimed at eliminating delivery fees on restaurant orders over $50. This partnership highlights a major shift in how delivery services approach fees, promising customers a new value proposition during the Big Game on February 8th.
A Creative Approach to Eliminating Delivery Charges
The advertisement unfolds at an opulent dinner party filled with eccentric guests reluctant to pay delivery fees, setting the stage for Clooney’s character to intervene and announce that Grubhub will cover all fees. By centering the story around the delivery fee issue, the ad seeks to transform consumer perceptions and reduce barriers to ordering food.
This is a defining moment for Grubhub. A business shift this fundamental required a creative vision to match,
said Marnie Kain, VP and head of brand at Grubhub.
By pairing Yorgos’ avant-garde lens with George’s effortless gravitas, we’ve transformed our new value proposition into a cultural moment. We’re not just eating the fees, we’re making it impossible for the world to look at delivery the same way again.
The Creative Vision Behind the Campaign
George Clooney expressed enthusiasm for the project, emphasizing the collaboration with Lanthimos. The ad marks a unique blend of Hollywood star power and an auteur director’s distinct style, aimed at making a memorable impact during the Super Bowl broadcast.
Grubhub is great, working with Yorgos was fantastic, and I couldn’t be happier to be part of this campaign,
Clooney stated. Meanwhile, Lanthimos is no stranger to Super Bowl advertising, having directed another ad for Squarespace featuring Emma Stone this year.
Expanding the Campaign Beyond the Super Bowl Spot
The televised commercial airing in the third quarter of the Big Game is only the starting point. Grubhub’s campaign includes digital initiatives, out-of-home promotions, and exclusive deals that will roll out throughout the week of the event and continue into winter, extending the reach and engagement with audiences beyond the initial 30-second spot.
Changing the Future of Food Delivery
By boldly addressing the long-standing issue of delivery fees, this collaboration between Grubhub, George Clooney, and Yorgos Lanthimos represents more than just a marketing push—it may redefine how consumers view food delivery services. The campaign’s emphasis on removing fees on sizable orders could influence competitors and alter future industry standards.
