In this latest installment of the BBH NY-created “How New York Eats” campaign, NYC food delivery service Seamless celebrates the diversity of New York’s food scene. But the amazing variety of authentic food from different countries and cultures comes with a price–long restaurant lines which have diners waiting an inordinate amount of time to be seated.
Randy Krallman of Smuggler humorously depicts this situation in “Melting Pot,” based on the insight that the massive and diverse population of NY brings us the joy of different foods and the ordeal of overly crowded eateries.
Seamless, though, is the solution, bringing a diverse range of delicious food straight to your door.
Credits
Client Seamless/Grubhub Agency BBH New York Daniel Bonder, Dave Brown, creative directors; John Patroulis, creative chairman; Taylor Marsh, Diego Fonseca, Casey Schweikert, Liz Loudy, creatives; Bruno Borges, head of design; Christina Carter, sr. producer; Rachel Freed, producer; Alex Beerden, strategist. Production Smuggler Randy Krallman, director; Patrick Milling Smith, Brian Carmody, Shannon Jones, exec producers. Ian Blaine, line producer; Manuel Ruiz, DP. Editorial Cut+Run Robert Ryang, editor; Natalie Kasling, assistant editor; Lauren Hertzberg, exec producer; Eytan Gutman, producer. VFX Method Studios Color Company 3 Tom Poole, colorist. Audio Post Sound Lounge Tom Jucarone, mixer. Music/Sound Design Mophonics
At the heart of this campaign for Pay.UK Current Account Switch Service (CASS) is a playful yet relatable narrative, brought to life in the hero TV commercial, “Blind Date.” Directed by Rosie May Bird Smith of Biscuit Filmworks for agency House 337, the spot follows a woman nervously meeting her blind date, only to discover the person waiting for her is someone you definitely wouldn’t want to meet on a blind date. The voiceover reassures: ”Blind dates. They’re a bit like switching bank accounts. You don’t want any surprises. That’s why we guarantee there won’t be any when you switch with the Current Account Switch Service.”
“Everyone knows the pain of a bad date, the gut-churning realization you’ve texted your boss instead of your mate, and being stuck next to someone eating the world’s stinkiest lunch,” said Ross Newton, creative director, House 337, who added, “Life is a minefield of unwanted surprises, so coming up with the campaign idea was the easy part. The real challenge was deciding which situations to include and which to ditch. Sadly, these scenarios are all too relatable for us all, myself included.”
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