Grubhub, “Fee Breakdown”
Two sports analysts in a studio, built to land one point: on Grubhub, restaurant orders over $50 carry no fees. A telestrator, and the other guys’ fees broken down next to Grubhub’s.
The script spent the first twelve to fifteen seconds of a thirty-second spot explaining what a group order is before the brand appeared. The tone also had to be right for this kind of spot. Not serious, not emotional: light, entertaining, with pace. Comedy-leaning without reaching for laughs.
Bring Grubhub in creatively, in a way that felt like it belonged in the spot, and get to the value proposition as quickly as possible. The answer was an on-screen mortise, a picture-in-picture in brand colors that holds the analysts, the group at home and the sports-show frame at once. One frame carries brand, story and setting, so the spot picks up pace from the first second. The energy lives in the rhythm, and in the chemistry. (Cast and crew got along great. Everyone had a good time making it, and that shows.)
