Just Eat mimics Broadway in singing and dancing TV ad

Just Eat is launching an epic musical extravaganza TV ad featuring a flying moped and introducing the slogan "The magical world of Just Eat".

The 60-second ad, designed to encapsulate Just Eat’s offering through theatre and quirky visuals, literally sings the praises of Just Eat’s food delivery app, with a cast of 52 dancing across a high-street set populated by the types of restaurant that Just Eat delivers from.

Created by Karmarama, the 60-second TV ad breaks on 28 October during The X Factor, which Just Eat sponsors. As part of ITV’s "Proudly presents" initiative, a bespoke ITV voiceover will introduce the commercial.

The campaign will also run across radio, digital, out of home, PR, Just Eat’s own channels and via its partner restaurants. A 30-second (below) and a 10-second execution of the TV work will also run, while social media, Spotify and Soundcloud will support the launch.

Ben Carter, Just Eat’s UK marketing director, said that with nearly half the UK population yet to order food online, the campaign "will help build understanding around Just Eat – spreading the message that customers can have the food they want, how they want it and when they want it, at their fingertips".

The ad's creative team comprised art director Joe Holt and copywriter Luke Ramm, chief creative officer Nik Studzinski and executive creative directors Dickie Connell and Adam Kean. The lyrics were written by Karmarama and music composed by Luis Almau at Soundtree. The production company was Academy and the ad was directed by Si and Ad. M/SIX handles the media planning and buying.

Carter added: "From the breadth of cuisine choice to the ease and simplicity in placing an order, we’re putting our 28,000 restaurant partners — the magic makers — at the heart of this brand new campaign."