Just Eat delivers Christina Aguilera and Latto 'Did Somebody Say' ad

Global on-demand delivery platform Just Eat has introduced the next chapter of the ‘Did Somebody Say’ brand platform, enlisting pop icon Christina Aguilera and rising hip-hop star Latto to front its latest global campaign together.

This is the first time the creative has used two artists and two different musical genres for its world-renowned platform. Bringing together Latto’s hip-hop energy with Christina Aguilera’s range of operatic vocals, the duo creates a truly unexpected musical showstopper which reflects the pleasant surprise customers feel when they see the amazing selection and quality of food choices available on Just Eat.

Building on the global success of Snoop Dogg and Katy Perry, the latest instalment continues to excite, entertain and deliver joy with a surprising visual and musical world. The extraordinary nature of the creative brings Just Eat to life in a new light, showcasing the fact that the food delivery giant does not just deliver delicious takeaways, but caters to your every food need with everyday essentials such as groceries, to premium fine-dining dishes such as sushi and gyoza.

Created by McCann London, the TVC begins with Latto and Christina Aguilera dressed in baroque style as operatic queens, both being offered an array of their favourite Just Eat food, including tacos, poke bowls and fresh thai salad, while delivery couriers and operatic suitors perform elaborate choreography around them.

The carefully crafted lyrics showcase not only the range of premium dishes, food and groceries available on Just Eat, but also reflect the rise in demand for food delivery in non-traditional takeaway moments including lunch, dinner and brunch.

Susan O’Brien, VP Global Brand at Just Eat Takeaway.com, commented: “Snoop Dogg helped us to emotionally connect with audiences and boosted our cultural currency, while working with Katy Perry famously supporting the brand platform Did Somebody Say cemented Just Eat’s role as the answer to all food cravings.

“As our business evolves to offer more choice and convenience from your favourite local takeaway to dine-in dishes and everyday essentials, it’s only right that we evolve our successful creative formula. The electrifying mix of Christina Aguilera and Latto is not only unexpected, but it reinforces the message that you’ll be amazed at the selection and quality available on Just Eat.”

The production brings together the very best of the industry, with the new film directed by iconic music video veteran Dave Meyers, the man behind music videos including Kendrick Lamar’s ‘Humble’, Taylor Swift’s ‘Me!’ and most recently ‘Gorilla’ for Little Simz. There are striking visuals that authentically capture both Christina Aguilera and Latto’s aesthetics in a pulsating music video world, with choreography by legendary hip-hop choreographer, Hi-Hat who has worked with the likes of Rihanna and Jay-Z.

Christina Aguilera said: “I had so much fun combining different music styles alongside my girl Latto for Just Eat Takeaway. With non-stop laughter and love, we had the best time bringing this project to life. It was clear while shooting long days that JET is the much needed one-stop-shop for meals and grocery needs.”

Latto added: “When I heard about the opportunity to work with Just Eat I was actually abroad on tour using the app! It was a no-brainer for me especially with the iconic Christina Aguilera involved. I had so much fun with this collab and have loved seeing it come to life.”

Rob Webster and Alexei Berwitz, Creative Directors at McCann London commented: “We wanted to bring the element of surprise to this creative, and thanks to our ever-courageous clients and the amazing efforts of all involved, this campaign hits unexpected notes at every turn – there’s no way hip-hop and opera should work, but much to our delight and relief, it really, really does.”

The new global campaign, led by 60-second hero film, will run across TV, OOH, DOOH, cinema, social and radio, including bespoke content created by Dept that stretches the campaign across the digital landscape. It launches in the UK and Ireland on Friday 13 October and will first air in the UK during Channel 4’s Gogglebox at 10:50pm. It will then be rolled out across multiple markets covering Europe, Canada, and Australia over the following months.

Talent Republic led the talent selection and negotiation process, Dept led digital and UM for media, while Weber Shandwick led global PR, and Mischief on UK PR.

Credits

Client: Just Eat Takeaway.com

Global VP Brand: Susan O’Brien

Global Head of Brand & Campaign: Stuart Eaton

Global Principal of Brand & Campaigns: Nikita Lensink

Global Senior Campaign Manager: Georgie Maude

Global Principal Brand Digital & Social Media: Richard Burgess

Global Head of Brand PR: Ania Bielecka

Global Principal Brand PR: Sam Bristowe

Global Head of Creative: Emily Ford

Global Lead Art Director: Fran Boyd

Global Senior Art Director Emma Williams

Creative Agency: McCann London

McCann London Co-Presidents and McCann UK CCOs: Rob Doubal & Laurence Thomson

Chief Executive Officer: Polly McMorrow

Chief Operating Officer: Jemima Monies

Regional Head of Strategy, Europe: Nusara Chinnaphasaen

Managing Director: Tommy Smith

Creative Directors: Rob Webster & Alexei Berwitz

Senior Creatives: Stephen Yeates & Adam Taylor-Smith

Business Director: Francesa Goring

Account Director: Joely Buxton – Smith

Account Associate: Milo Draco

Planning Partner: Natalie Lau

Project Director: Mathilde Bisciglia

Head of Design: Lisa Caranna

Senior Designer: Ben Anthony

Communications Director: Clementine Cuthbertson

Production: Craft London

Chief Production Officer: Ben Clark

Director of Integrated Production: Jack Bayley

Lead EP & Head of Agency Production: Amos Usiskin

Senior Producer: Jacob Gardner

Senior Producer: Gabrielle Flanagan

Music Supervision: Chris Graves

Senior Print producer: Liam White

Print Producer: Martin McGinn

Head of Business Affairs: Clare Betts

Senior Business Affairs: Valerie Boyce

Digital Agency: DEPT®

Managing Director: Ali McClintock

Business Director: Alex Dixon

Group Account Head: Olivia Ellenger

Lead Account Planners: Charlotte Dale & Christian O'Brien

Executive Creative Director: Jeff Bowerman

Creative Director: Chris Boys

Lead Creative: Alice Brine

Production Director: Toby Baker

Head of Post Production: Tara Oliver

Lead Producer: Valentina Carmona

Post-Producer: Agne Acute

Associate Design Director: Amber Silva

Lead Designer: Junaid Ansar

Motion Designer: Simone Vulcano

3D Motion Designer: Matko Mijic

Motion Designer: Alex Croft

Graphic Designer: Cristina Isaac

Editor: Jen Russell

Strategy Director: Sanjit Deb

Senior Strategist: Tom Greeves

Head of Paid Social: Charlotte Scorer

Senior Media Planner: Lydia Burchett

Media Planner: Emma Johnson

Social Analyst: Hattie Rowe

Hero Casting: Talent Republic

CEO & Founder: Anne Batz

Managing Director: Emily Woods

Managing Partner: Charlie Powell

Creative Producer: Ella Barker

Media

Handled by UM

PR

EVP, Head of Client Experience: Joanna Pritchard

Account Director: Jessica Brand

Sr Account Manager: Molly Minter

Sr Associate: Victoria Lambert

Associate: Courtney Davies

Production Company: Radical Media London

Director: Dave Meyers

Assistant Director: Dave Dean

Executive Producer: Ben Schneider

Producer: Dave Bernstein

Producer UK: Kate Noble

DOP: Scott Cunningham

Production Designer: Nora Takacs

Food Stylist: Maya Bookbinder

Gaffer: Mike Van Meter

Key Grip: David Riggio

Costume Designer (non celeb): Heather Zweigel

Costume Designer (Latto): Todd White

Costume Designer (Christina): Chris Horan

Choreographer: Hi-Hat

Post Production: Final Cut

Editor: Amanda James & Darren Baldwin

Edit Producer: Nikki Porter

Assistant Editor: Maud Barry

Post Production: UPP

VFX Supervisor: Jan Jan Malíř

Post Producer: Štěpán Kříž

Project Coordinator: Tereza Trnková

Art Director: Thomas Scarlett

Colourist: Pavel Marko

Photography:

Photographer: Vijat Mohindra

Music

Title: Did Somebody Say HipOpera

Artists: Latto & Christina Aguilera

Composers: Ben Smith, Jordan Crisp, Toni Robinson, Adam Smyth

Label: RCA and Three Wishes Productions

Publishers: Sentric Music Ltd and String & Tins Ltd

Music Producer: Fred Ball

Audio

Music Co-Supervision: String and Tins

Audio Post Production: String and Tins

Sound Engineer: Adam Smyth

Producer: Eimear Gorey

Christina Aguilera

Makeup - Etienne Ortega & Lora Arellano

Hair - Jesus Guerrero & Kendall Dorsey

Stylist - Chris Horan

Nails - Zola Ganzorig

Artist Management – Roc Nation

Artist PR - imPRint

Latto

Makeup - Melissa Ocasio

Hair - Ashanti Lation

Styling - Todd White

Nails - Eri Ishizu

Management - Kayla Jackson

Agent - UTA