Celebrity humour that seizes attention is a hallmark of Special’s Uber Eats Australia Open campaigns. This year’s is a hilarious play on words. Retired America tennis pro, Jim Courier, becomes an Uber Eats courier. The 13 million Aussies who tune into the summer tennis action will see a different side of legendary player-turned-commentator in the seventh instalment of the brand’s much-loved January campaign. Once again, the brand taps into two weeks of national sporting obsession to build on the success of Uber Eats Get Almost Almost Anything platform.
The task for 2026 was to make Uber Eats the single most talked about brand around the tennis. The inspiration hit harder than a forehand passing shot. The revelation was there is only one name in the world synonymous with both tennis and delivery. Courier. Jim Courier.
In the campaign, Courier swaps careers, and backhands for a big backpack, as he aces the job he was born to do in 60” and 30” hero films and a series of 15” films running on broadcast TV and BVOD. The campaign story reveals a secret side to Australia’s favourite tennis commentator, as Jim-the-Courier goes from calling the shots, to calling on Uber Eats customers as he delivers food and groceries.
The narrative thread is complemented by social films that delve deeper into Jim’s secret passion as a bicycle courier, navigating the streets and front doorsteps of Melbourne. And all of this is held together by fellow legend of the court and commentary box, Todd Woodbridge, who shares the backstory behind his friend’s shock career move – including an irrational love of oversized back packs – as viewers see Jim fulfilling his family destiny. After all, his father was a ‘Courier’, as was his grandfather.
A cameo by another Aussie tennis hero dials up the annual campaign’s trademark humour, as a certain “Rafter” is seen paddling his way down the Yarra.
Sian Binder and Lea Egan, group creative directors, Special, commented, “Uber Eats has done so much amazing work around the tennis, so we felt the pressure to find a new way in, but it turns out there was an idea that had been hiding in plain sight all along! Mockumentary seemed like the right approach to tell the true-ish story of Jim Courier, courier, and his surprising, yet not surprising, post-tennis career move.”
Rebecca Macciolli, marketing manager, Uber and Uber Eats ANZ, added, “It’s hard to believe it took us this long to connect one of the most recognisable names in tennis with what we do every day. There really is something in a name. This campaign is playful and a little cheeky, while still showing fans that Uber Eats is about far more than meals – you really can get almost, almost anything delivered during the tennis.”
Nicole Bardsley, head of marketing, Uber and Uber Eats ANZ, stated, “The tennis is such a special moment every year – it’s where we get to have a bit of fun with the brand and connect with fans outside of the court. Reuniting Jim, Todd and Pat allowed us to build on the equity of previous years while pushing the ‘Get Almost Almost Anything’ platform forward in a way that feels entertaining, distinctive and unmistakably Uber Eats. We can’t wait for Aussies to see it and have a laugh along the way.”
A teaser campaign kicked off on January 16, with footage and stills of Jim being spotted around Melbourne moonlighting for Uber Eats seeded through the Daily Mail and on socials.
The wider campaign launched on broadcast TV and BVOD on January 18 and runs through to January 31, supported by OLV, OOH and social assets running across TikTok.
Credits:
Client: Uber
Lucinda Barlow: Senior Director, Head of International Marketing
Nicole Bardsley: Head of Marketing ANZ
Tom Walter: Marketing Lead ANZ
Rebecca Macciolli: Marketing Manager ANZ
Danielle Hawley: Global Executive Creative Director
Adam Ledbury: Creative Director APAC
Tom Kropp: Associate Creative Director
Joshua O’Connor: Communications Manager ANZ
Haley Evirgen: Social Media Manager ANZ
Rob Maddison: Media Lead ANZ
Yvonne Young: Legal, Uber and Uber Eats ANZ
Creative Agency: Special
Lindsey Evans & Cade Heyde: Partners & CEOs
Julian Schreiber & Tom Martin: Partners & CCOs
Peter Defries & Alan Wilson: Group Creative Directors, Uber APAC
Sian Binder & Lea Egan: Group Creative Directors & Lead Creatives
Lauren Portelli: Managing Director
Rachel McEwen: Team Lead
Will Payne: Senior Business Director
Tamara Young: Senior Business Manager
Celia Garforth: Regional Executive Strategy Director
Henry Bilson: Strategy Director
Tania Jeram: Executive Producer
Lucy Whirledge: Social Producer
Jake Ward: Social Director
Nick Lilley: Head of Stills
Di Williams: Stills Producer
Adam Shear: Head of Design
Cameron Morris: Designer
John Rivera & Jen Bailey: Finished Artist
Production Company: Rabbit
Director: Ally Pankiw
Founder & Executive Producer: Lucas Jenner
Partner Managing Director & Executive Producer: Alex Hay
General Manager & Producer: Katrina Maw
Casting: Nick Hamon
DOP: Gin Loane
Production Designer: Lucinda Thomson
Editor: Jack Hutchings
Post-Production: The Editors
Music & Sound: Sonar
Media Agency: EssenceMediacom
Owned Channels & CRM: RX
