Uber Eats’ Tonight I’ll be Eating by Special Group Australia has featured some big names and achieved some very bold stunts but now it has created the Grey Wiggle. And that Wiggle is none other than Simon Cowell, who adds his trademark disdain for everything to the ongoing humour. Cheery Wiggles vs derisive Cowell is a magical combination.
The new videos form part of the campaign’s fifth year, which will build from week-to-week across traditional, digital and social media, with more surprising VIP collaborations.
David Griffiths, Head of Marketing, Uber Eats ANZ, said: “Aussies love nothing more than coming together with their friends and family, and usually, food is at the heart of these sharing occasions. Consequently we are seeing more and more families come into the category. The Wiggles are an Aussie institution and Simon was the perfect person to join the band as The Grey Wiggle. The campaign builds from week-to-week across all forms of traditional, digital and social media so keep an eye out for some amazing collaborations and VIP appearances.“
Max McKeon, Uber APAC creative director, Special Group Australia, added, “The ‘Tonight I’ll Be Eating’ brand platform has made its way to over seven different countries, but our latest campaign brings it home strong again – pitting the harsh critique of Cowell against the unbending optimism of the Wiggles. It not only shows what great sports everyone involved was, but every adult who’s ever had to watch the family-friendly group will automatically empathise.”
The campaign will run across TV, out-of-home, radio, social, digital and owned channels.
Credits:
Client: Uber Eats
Marketing Director Apac: Lucinda Barlow
Head Of Marketing Uber, ANZ: Andy Morely
Head Of Marketing, Uber Eats ANZ: David Griffiths
Marketing Manager: Channa Goonasekara
Strategy Lead: Ally Doube
Creative Agency: Special Group
Founding Partners & CEOs: Lindsey Evans & Cade Heyde
Partners & CCOs: Julian Schreiber & Tom Martin
Creative Director: Max Mckeon
Creatives: Josie Fox & Harry Stanford
Social Lead: Lachlan Stewart
Head Of Business Management: Tori Lopez
Business Director: Caity Cowper
Business Manager: Dharsh Sundren
Group Strategy Director: Celia Garforth
Executive Producer: Sevda Cemo
Head Of Stills And Digital: Nick Lilley
Producer: Steph Wilkinson (social)
Digital Producer: Stacy Szabo
Talent Director: Emily Stewart
Head Of Design: Adam Sheer
Social And Influencer Specialist: Sarah Mckie
Editor: Fraser Kelton (social)
Media Agency: Mediacom
Group Client Director: Lynsey Mogridge
Group Strategy Director: Tim Hull
Group Investment Director: Jen Donald
Associate Digital Director: Claudia Domingues
Social Content: R/GA
Account Director: Ben Wall
Creatives: Ben Newman & Neil Walshe
Senior Social Strategist: Callum James
Film Production: Finch
Production Company: Finch Company
Director: Alex Roberts
Cinematographer: Andrew Commis
Managing Director: Corey Esse
Executive Producer: Loren Bradley
Producer: Nick Simkins
Art Director: Sam Lukins
Post Production: ARC Edit
Editor: Lucas Baynes
Post Producer: Michaela Fenton
Colourist: Fergus Rotherham
Online Operators: Viv Baker & Chris Betteridge
Sound: Rumble
Sound Engineers: Cam Milne, Liam Annert & Tone Ashton
Sound Producer: Katie Harper
Social Directors & DoPs: Will Robertson (Aus) & David Symmons (UK)
Stills Photographer: Christopher Tovo (Aus)
Stills Photographer: Simon Emmett (UK)
Stills Production: Chee Productions
Executive Producer: Matt Chee
Executive Producer: Tamiko Wafer
Retouching: Cream @ EA
Food Stylist: Hannah Meppem
