{"id":27738,"date":"2025-02-07T11:46:16","date_gmt":"2025-02-07T19:46:16","guid":{"rendered":"https:\/\/presskitchen.com\/?p=27738"},"modified":"2026-01-28T09:50:05","modified_gmt":"2026-01-28T09:50:05","slug":"tearing-it-up-with-caviars-miguel-campana-for-uber-eats-on-the-howler","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/tearing-it-up-with-caviars-miguel-campana-for-uber-eats-on-the-howler\/","title":{"rendered":"Tearing It Up with Caviar&#8217;s Miguel Campa\u00f1a for Uber Eats on The Howler"},"content":{"rendered":"<p><img decoding=\"async\" class=\"size-full wp-image-27528 alignleft\" src=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2024\/12\/Screenshot-2024-12-03-at-2.28.01%E2%80%AFPM.png\" alt=\"\" width=\"586\" height=\"258\" \/><\/p>\n<figure class=\"gh-article-image\"><\/figure>\n<p>&nbsp;<\/p>\n<section class=\"gh-content gh-canvas\">&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><em>By Chandler Atton &amp; Anthony Vagnoni<\/em><\/p>\n<p>What does your average Uber Eats order look like? Some food, maybe clothes or other groceries \u2013 how about a home-shredding rock star and a fierce panther?<\/p>\n<p>Caviar&#8217;s Miguel Campa\u00f1a had been with the company for just a week, and he already secured the job to direct two hilarious Uber Eats spots, succeeding their celebrity-driven mix-up campaigns with cameos from pop-rock sensation Avril Lavigne, as well as acclaimed actor Matthew McConaughey (who&#8217;ll be appearing for the brand once again in a Super Bowl LIX spot, along with Martha Stewart and Charlie XCX). One of them is linked to an order of Advil, and the other to Pantalones Tequila. Can you guess which is which?<\/p>\n<figure class=\"kg-card kg-image-card kg-card-hascaption\"><img decoding=\"async\" class=\"kg-image\" src=\"https:\/\/thehowler.news\/content\/images\/2025\/02\/miguel.png\" srcset=\"https:\/\/thehowler.news\/content\/images\/2025\/02\/miguel.png 600w\" alt=\"\" width=\"600\" height=\"400\" \/><figcaption>Miguel Campa\u00f1a, Director at Caviar<\/figcaption><\/figure>\n<p>We reached out to Miguel to get the lowdown on what went into the production of these similar-but-very-different campaigns, as well has how his experience has been working with Caviar in the US.<\/p>\n<p><iframe title=\"Avril, Advil - Get Almost Almost Anything | Uber Eats\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/5MYWo-sFT7E?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><strong>What was the brief from the agency? How did you address it in your pitch and treatment?<\/strong><\/p>\n<blockquote><p><strong>Miguel:\u00a0<\/strong>The ads continue a format Uber Eats has had strong success with in the past \u2013 as such, the concept was very straightforward. Our new spin was to bring as much visual fun to the project in each spot. Avril is already very funny, but we wanted to know how to make the biggest impact we could. In Avril\u2019s case, we decided to build on her public rocker persona and destroy the bathroom.<\/p>\n<p>Matthew was similar. He was not only charming but very particular in the way he moved and spoke. While we shot his ad in LA, we still wanted to bring out his Texan side. It was fun to merge the two worlds. To build out the set, for example, we asked ourselves: what would his man cave look like?<\/p><\/blockquote>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-27744\" src=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2025\/02\/Screen-Shot-2025-02-07-at-11.51.35-AM.png\" alt=\"\" width=\"1076\" height=\"826\" srcset=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2025\/02\/Screen-Shot-2025-02-07-at-11.51.35-AM.png 1076w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2025\/02\/Screen-Shot-2025-02-07-at-11.51.35-AM-300x230.png 300w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2025\/02\/Screen-Shot-2025-02-07-at-11.51.35-AM-1024x786.png 1024w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2025\/02\/Screen-Shot-2025-02-07-at-11.51.35-AM-768x590.png 768w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2025\/02\/Screen-Shot-2025-02-07-at-11.51.35-AM-350x269.png 350w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2025\/02\/Screen-Shot-2025-02-07-at-11.51.35-AM-600x461.png 600w\" sizes=\"(max-width: 1076px) 100vw, 1076px\" \/><\/p>\n<p><strong>These are very brief spots, and the celebrities make even shorter on-screen appearances in both; what\u2019s the secret to getting the gag to work quickly?<\/strong><\/p>\n<blockquote><p><strong>Miguel:\u00a0<\/strong>The comedy has to slap you in the face right out of the gate, and the fun elements had to be large and attention-capturing. In both, we had a strong opening&#8211;whether that was Avril destroying her bathroom or hosting a panther in a man cave. These made the punchline even stronger.<\/p><\/blockquote>\n<p><strong>One spot has a set coming apart, the other has what looks like a CGI panther; how did you pull these off?<\/strong><\/p>\n<blockquote><p><strong>Miguel:\u00a0<\/strong>Lots of prep. One thing I like about this kind of storytelling is that every piece of set helps you understand what\u2019s going on. We had to think about those details in terms of how to destroy them, for Avril\u2019s ad. For hers, we had one day of rehearsal and wanted to plan the order in which the set dressing would be destroyed, which was a lot of fun. It took a day of testing alternatives to find the right part. These were physical effects, which meant no VFX besides some cleanup. The panther, however, was VFX. I try to incorporate physical effects in-camera wherever possible, so we brought a puppeteer stand-in for the panther. We also designed a close-up glove with claws, and a tail, to emulate the panther\u2019s movements.<\/p><\/blockquote>\n<blockquote><p><iframe title=\"Panther, Pantalones - Get Almost Almost Anything | Uber Eats\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/igZeQvvrojs?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p><\/blockquote>\n<p><strong>This campaign has used celebs in rather ironic ways \u2013 pitting Mark Hamill against Patrick Stewart, for example. These spots have a different twist, to show off the breadth of things you can order online. How did you approach this strategic shift?<\/strong><\/p>\n<blockquote><p><strong>Miguel:\u00a0<\/strong>When talking about what to include with Matthew and Avril, or other personalities that are cultural icons, who they are and what they\u2019re best known for makes a solid base on which to start building the work around them. What\u2019s fun about these commercials is that you\u2019re not seeing Matthew on a set\u2014you\u2019re seeing him in his man cave. Avril isn\u2019t at a concert; she\u2019s in a bathroom. Seeing them in home spaces is also a solid ground for comedy.<\/p><\/blockquote>\n<p><strong>Your Carlsberg work with Mads Mikkelsen is a case study in getting a celebrity \u2013 one not known for comedy \u2013 to be funny in the shorter, abbreviated construct of a TV spot. How did you coax such subtle humor out of Avril and Matthew on these spots?<\/strong><\/p>\n<blockquote><p><strong>Miguel:\u00a0<\/strong>It\u2019s about getting to know each actor and being on the same wavelength as their humor, and then surprising the audience. Sometimes it\u2019s about building on their public persona, sometimes it\u2019s the opposite. Mads for example is an incredibly funny guy with perfect comedy timing, but people are not that aware of that since they are used to seeing him in dramatic roles.<\/p>\n<p>In Matthew\u2019s case\u2026he\u2019s Matthew McConaughey, one of the most talented actors in the world. We had a chat about the humor we were after and improvised from there. With Avril, as a rock icon, we started by playing her song and she hammed it up as loud as she could.<\/p><\/blockquote>\n<p><strong>You\u2019d just signed with Caviar in the US when you landed this assignment, yet you\u2019ve worked with the company in the UK and Europe. What was different about this experience? What do you hope to achieve in joining them for representation in the States?<\/strong><\/p>\n<blockquote><p><strong>Miguel:\u00a0<\/strong>I\u2019ve always admired Caviar, so I was on the lookout for the work they were doing. I worked with them in Europe, and when I met the team in LA, joining was a no-brainer. It\u2019s one of the few places in which wanting to do fun stuff goes hand in hand with honoring the craft, honoring filmmaking, etc. Sometimes that\u2019s overlooked in commercials, but here we genuinely care about that.<\/p>\n<p>I like that, when we find a script we really like, we push the creative as much as we can. Caviar excels at being a creative partner in lockstep with agencies, instead of just executing the scripts they send.<\/p>\n<p>It\u2019s also a real multiformat company which is what you want as a storyteller. Caviar is a complete production house, from film to TV to music video, as well as branded content. We are working on longer-format projects together in the future.<\/p>\n<p>Read the full article <strong><a href=\"https:\/\/thehowler.news\/tearing-down-the-house-with-caviars-miguel-campana-for-uber-eats\/\">HERE<\/a><\/strong>.<\/p><\/blockquote>\n<\/section>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; By Chandler Atton &amp; Anthony Vagnoni What does your average Uber Eats order look like? Some food, maybe clothes or other groceries \u2013 how about a home-shredding rock star and&#8230;<\/p>\n","protected":false},"author":2,"featured_media":27739,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[211],"tags":[263,267,310,1263,4621,4635,4636,4637,210,248,249,259,260,261,262],"class_list":["post-27738","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fresh-news","tag-creativity","tag-los-angeles","tag-caviar","tag-directing","tag-the-howler","tag-director-miguel-campana","tag-miguel-campana","tag-uber-eats","tag-creative","tag-ad","tag-advertising","tag-campaign","tag-comedy","tag-commercial","tag-commercials"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tearing It Up with Caviar&#039;s Miguel Campa\u00f1a for Uber Eats on The Howler - Press Kitchen<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/tearing-it-up-with-caviars-miguel-campana-for-uber-eats-on-the-howler\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tearing It Up with Caviar&#039;s Miguel Campa\u00f1a for Uber Eats on The Howler - Press Kitchen\" \/>\n<meta property=\"og:description\" content=\"&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; By Chandler Atton &amp; Anthony Vagnoni What does your average Uber Eats order look like? 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