…That remains to be seen (in a series of social films to coincide with the Australian Open)
Order Andy Murray on Uber Eats? Well, it does say it delivers almost anything. And now Uber Eats delivers “all kinds of stuff”. That turns out to be a problem for Andy Murray in Uber Eats new social campaign.
The former world number one isn’t keen on being delivered when two Uber Eats delivery people arrive to take him away, and a pursuit erupts turning the polite Scotsman into a fully-fledged action hero.
In the first spot, the action drama culminates with Murray leaping through the second floor glass window of his hotel and landing on the footpath as trams whiz past.
In later films, the lynchpin of tennis’s fabled “big four” runs through Australia’s sporting and cultural capital, deploying everything at his means – including his instrument of choice, his tennis racquet – to evade his chasers. In other vignettes, the usually well put together tennis supremo finds himself in degrading states of dishevelment. The scenes reach a dizzying crescendo as Murray exhibits more qualities of a Hollywood blockbuster actor than he does a demure and polite sporting champion.
Special’s Get Almost, Almost Anything, Maybe Even Andy Murray campaign includes a 30-second launch film, 30-second chase film and 45-second finale on broadcast TV and BVOD, with two 15-second disruptive ‘hijacks’ of Nine Network properties interrupting MAFS promos and NTN Traffic Reports. It will also run on the brand’s social media as well as on Andy Murray’s social channels.
“Australia has always been a special place – I’ve loved coming here to compete. But being able to take in the sights, albeit in a chase scenario, through some iconic Melbourne landmarks has been a new and really fun experience,” Andy Murray stated, “I hope people enjoy the films and the progression of the story – will they catch me? Will I be delivered to someone on Uber Eats? I guess time will reveal it all.”
“Having the opportunity to work with an icon of the sport is one thing, but having him agree to recast himself in such an unexpected and legendary way is a powerful tool to both entertain and educate Aussies about the Uber Eats mission of getting them almost anything across the retail spectrum,” added head of brand, Uber Eats ANZ, Channa Goonasekara, “While we can’t get Andy Murray at scale we’re already delivering petfood, pawpaws and passionfruit seltzers. Andy is the perfect person to remind people of our increased appeal as the delivery platform for almost anything.”
Andy Murray will be available on the Uber Eats app. If your order is successful, you might be the one lucky person who gets him ‘delivered’ to you. T&Cs apply.
Special creative director, James Sexton, stated, “Treating tennis legend Andy Murray like a burrito and adding him to the app is a great expression of Uber Eats mission to get Australia almost, almost anything, and opens people’s minds to all the possible things we might deliver.”
Harry Neville-Towle, Special creative director, added, “We thought that Andy’s hip injury would make him easy to catch, but it turns out he’s still pretty nimble. We just hope we get our hands on him before the end of week two, otherwise we might be fired.”
Credits:
Client: Uber Eats
Senior Director, Head of International Marketing: Lucinda Barlow
Director Of Marketing, APAC: Andy Morley
Head of Marketing, ANZ: Nicole Bardsley
Brand Lead, ANZ: Channa Goonasekara
Brand Marketing Manager: Rebecca Macciolli
Brand Marketing Associate: Holly Dover
Global Executive Creative Director: Danielle Hawley
APAC Creative Director: Adam Ledbury
Senior Manager, Communications ANZ: Nick Vindin
Strategy: Josh Pickstone, Tom Walter
Media Lead ANZ: Rob Maddison
Talent and Legal: Cameron Louglin, Jessica Shao
Creative Agency: Special
Partner & CEO: Lindsey Evans
Partners & CCOs: Julian Schreiber & Tom Martin
Creative Directors: James Sexton & Harry Neville-Towle
Creatives: Jack Wall & Phil Harkness
Creatives: Heidi Rabbitts, Eliza Smith, Mia McGuire
Managing Director: Lauren Portelli
Team Lead: Laura Little
Business Directors: Charlie Keeble, Megan McIntosh
Head of Strategy: Celia Garforth
Strategy Director: Kellie Box, JJ Bender
Head Of Film Production: Sevda Cemo
Executive Producers: Sophia Tubby, Christina Wilmot
Production Coordinator: Ada Tuna
Head of Stills: Nick Lilley
Digital Producer: Sharon Gray
Head Of Design: Adam Shear
Design Director: Dan Jones
Designer: Maggie Webster
Production Company: Finch
Director: Christopher Riggert
Executive Producer: Corey Esse
Producer; Caroline David
DOP: Tim Tregoning
Production Designer; Lucinda Thomson
Editing: ARC
Editor: Jack Hutchings
Producer; Sally Quade
Post Production: Fin Design + Effects
VFX Supervisor: Mikey Brown VFX Producer: Emily Newbould
Colourist: Fergus Rotherham
Sound: Rumble Studios
Partner & Creative Director: Anthony Aston
Executive Producer: Michael Gie
Composition: Soundtree
Composer: Ben Jones
Producer: Neil Athale
Photography Production Company: Chee Productions
Photographer: Damian Bennett
Retouching: Cream
Channel 9 Hijacks Production Company: Powered Studios
Sound Studio: Squeak E. Clean
Social Campaign Director & DoP: Charles Grant
Editor: Robin Sung
Media Agency: EssenceMediacom
Retail Agency: Hatched
