Absurd humour is the meal of the day for young audiences. Poem Group has enlisted Hollywood actor and golfing purist, Chris McDonald, to dish up 90 seconds of it in a campaign that promotes the return of McDonald’s Australia to Uber’s membership program, Uber One.
In the launch spot McDonald, famous for playing fiercely opinionated characters, takes a full-swing at open-invite club memberships to highlight what an outrage it is that simply anyone can get exclusive deals and good value using Uber One to order from Macca’s.
Nicole Bardsley, head of marketing, Uber ANZ, commented, “Collaborating with McDonald’s and the iconic Chris McDonald has been a hole in one moment to reinforce the egalitarian nature of Uber One – a membership for everyone. As well as poking fun at elitism we’re also celebrating $0 Delivery Fee on eligible orders from Macca’s for our members in an unforgettable way thanks to an ace effort from our creative team.”
Poem Group was responsible for strategy, creative, influencer, content and publicity for the campaign. Poem general manager, Rhania Farah, stated, “Aussie audiences already adore Chris McDonald for his iconic roles, so teaming up with a Hollywood heavyweight was a no-brainer. We knew his cultural relevancy would produce quality content, drive social talkability and earn attention.”
The campaign will be supported by a strategic amplification plan across paid, owned and earned. The launch film will be followed with shorter narratives, as well as social media.
Credits
Client: Uber One
Director of Marketing, APAC: Andy Morley
Head of Marketing, ANZ: Nicole Bardsley
Senior Marketing Manager, ANZ: Olivia Sykes
Head of Communications (Delivery and Membership), ANZ: Nick Vindin
Communications Manager, ANZ: Bonnie Ko.
Creative Director, APAC: Adam Ledbury
Social Media Lead, ANZ: Chanelle Murray
Social Media Manager ANZ: Haley Evirgen
Strategy, Creative & Publicity: Poem
CEO: Rob Lowe
Managing Director: Katie Raleigh
General Manager: Rhania Farah
Creative Director: Tom Manning & former Creative Director, Jess Cluff
Executive Director, Strategy & Social: Alex Watts
Senior Account Director: Chelsea Wright
Account Director: Robbie Purcell
Senior Account Manager: Katie Scanlan
Account Manager: Georgia Tiernan
Publicist: Rebecca Patterson
Director: Tim Green
DOP: Sam Chiplin
Producers: Hattie Morgan & Honae MacNeill
Junior Art Director: Ruby Clarke
Partner: McDonald’s
Assistant Brand Manager: Emily Xu
Brand Manager: Tim Bothwell
Media Agency: EssenceMediacom
Retail Agency: Hatched
