Special Group creates another offbeat pairing of Australia’s favourite celebs for Uber Eats. Tonight Bondi Vet’s Dr Chris Brown will be eating an acai bowl while Agro will be eating a spicy vindaloo and taking a (verbal) jab at Brown’s jaw.
The new campaign was filmed in Australia and will run across TV, out-of-home, social and influencers, digital, radio, and through a podcast partnership with Aunty Donna and other leading podcasts.
Since Special Group launched Tonight I’ll Be Eating in 2017, the brand has won the hearts of both local and global audiences cultural with its pairings of celebrities including Naomi Watts, Rebel Wilson, Ruby Rose, Lee Lin Chin, Ray Martin, Serena Williams, Rafeal Nadal, Kim Kardashian-West and Magda Szubanski.
Head of marketing Uber Eats ANZ, David Griffiths, commented, “With 2020 being such a challenging year, the brief to Special Group was simple – through Tonight, I’ll be Eating put a smile on Australian faces. By bringing together Chris and Agro we’ve created an integrated campaign with magical Aussie nostalgia to show the richness of Uber Eats selection. Enlisting home-grown Australian talent felt like the right way to connect with both new and existing audiences and further embed the brand into Aussie vernacular and culture. We’re extremely excited and proud to bring you our latest duo.”
Special Group’s partner and chief creative officer, Julian Schreiber, stated, “The Tonight I’ll Be Eating campaign has now been launched around the world, but first and foremost it’s at home in our culture here in Australia. So, bringing back homegrown puppet icon Agro and contrasting him with the wholesomeness of Bondi vet, Dr Chris Brown, felt like the right unexpected cultural clash to create next.”
Chris and Agro follows the immensely successful launch of Tonight I’ll Be Eating in North America. The campaign, which also ran across Australia, kicked off with an epic showdown between global megastars and movie icons, Mark Hamill and Patrick Stewart. The campaign was shared over 11.3m times on social media. Since then, Special Group has announced the opening of its LA office led by William Gelner.
Credits:
Creative Agency: Special Group Australia
Founding Partners: Lindsey Evans & Cade Heyde
Strategy Partner: Dave Hartmann
Chief Creative Officers & Partners: Julian Schreiber & Tom Martin
Senior Creatives: Josie Fox and Harry Stanford
Social Lead: Lachlan Stewart
Social Media Manager: Sarah Mckie
Strategy Director: Anna Bollinger
Team Lead: Eileen Cosgrove-Moloney
Business Director: Caity Cowper
Executive Producer: Meredyth Judd
Integrated Producer: Emily Willis
Head of Production: Nick Lilley
Casting Director: Emily Stewart
Production Company: SweetShop
Director: Nick Kelly
Executive Producer: Llew Griffith
Director of Photography: Tim Tregonning
Offline Edit: ARC
Offline Editor: Dan Lee
Online Editor: Eugene Richards
Post-Production: ARC
Music & Sound House: Rumble Studios
Executive Producer: Michael Gie
Sound Engineer: Cam Milne
Social Production Company: Brightworks
Director: Langdon Cook
Director of Photography: Luke Banfield
Offline edit: Max Thornhill
Post-Production: ARC
Music and Sound House: Rumble Studios
Stills Production Company: Chee productions
Photographer: Damian Bennett
Producer: Matt Chee
Food Styling: Hannah Meppem
Retouching: Cream Electric Art
Media agency: MediaCom
Client: Uber Eats Australia
Senior Director, APAC Marketing: Lucinda Barlow
Head of Marketing APAC: Andy Morley
Head of Marketing ANZ: David Griffiths
Marketing Manager: Nicole Lenarduzzi
Marketing AU: Rebecca Morton