Video : JUST EAT’s rebel chefs on their mission to save the nation from the tyranny of cooking.

The latest adverts for JUST EAT, the online takeaway ordering service, expand the current ‘Don’t Cook, JUST EAT’ campaign, now in its second year, which sees the return of JUST EAT’s rebel chefs on their mission to save the nation from the tyranny of cooking. The spots launch on Friday 4^th October as part of a multi-million pound campaign supported by pre-rolls, video on demand and social media activity.

VCCP has created a series of new spots for JUST EAT, the pioneering online takeaway ordering service, in continuation of its ‘Don’t Cook, JUST EAT’ campaign. Now in its second year, the campaign sees the return of JUST EAT’s rebel chefs on their mission to save the nation from the tyranny of cooking. The spots launch on Friday 4^th October as part of a multi-million pound campaign supported by pre-rolls, video on demand and Facebook.

The series of spots see Mr Mozzarella, JUST EAT’s long-time lead brand ambassador, preparing his motley crew of professional takeaway chefs for culinary combat at an Anti-Cooking Boot Camp in the desert. Throughout the ads, we see Mr Mozzarella putting his men through their paces in order to teach them how to stop people from home cooking. They blow up cookers, steamroller pots and soak BBQs with power hoses.

The lead 30” ad, entitled ‘Boot Camp’, opens with Mr Mozzarella leading his comrades in a marching drill. We then see Mr Basmati, egged on by Mr Mozzarella, practising how to steal a shopping bag of groceries with a makeshift lance, aboard a takeaway delivery scooter. It then cuts to the camp training room where Mr Mozzarella educates his men on how to use the JUST EAT app. The next task sees Mr Mein and Mr Halloumi using dynamite to blow up a whole host of cookers, causing an almighty explosion. Mr Mozzarella then makes a grand speech to the chefs telling them they have graduated from the Anti-Cooking Boot Camp and are ready to stop the nation from cooking. He bids them a tearful farewell as they ride off on their delivery scooters into the sunset.

The second 20” spot called ‘Pots and Pans’, opens with the chefs in the same desert setting. Mr Mozzarella starts by using his bugle to kick-start the latest drill. We then see Mr Chow at the wheel of a massive steamroller crushing a whole host of suspicious looking pots and pans. We then cut to Mr Mozzarella showing the chefs how to use the JUST EAT app: “Instead of Cooking, give the JUST EAT App a little tickle for a tasty takeaway”. The ad closes with Mr Chow accidently steam rolling over one of the delivery mopeds, Mr Mozzarella cursing under his breath.

Richard Murfitt, Head of Brand at JUST EAT, said “These ads represent the next phase and evolution of our ‘Don’t Cook, JUST EAT’ challenger brand positioning, going all out with even more action comedy, surrealism and entertainment for takeaway lovers, who just fancy a night off from cooking.”

Oliver Lewis-Barclay, Group Business Director at VCCP, said “Following their audacious kidnapping of Anthony Worrall Thompson for his crimes against takeaways, the latest rebel chef capers are kind of Dad’s Army meets Four Lions meets Wild Geese.  A heady cocktail we hope will maintain the amazing response rates we’ve had since the chefs made their debut last year.”

Creds

Project name: Boot Camp

Client: ­JUST EAT

Creative agency: VCCP

Creative director: Martin Galton

Art director: Martin Galton

Copywriter: Martin Galton

Planner: Olly Wicken

Agency producer:  Ellie Gibb

Media Agency: Havas Media

Media planners: Rik Moore

Production company:  Hotspur & Argyle

Director: David Kerr

Post-production: Finish Post Production

Audio post-production:  Jim Griffin @ Jungle

Executive producer:  Danny Fleet @ Hotspur & Argyle